https://jamalhamidi.com Jamal Hamidi: Creative Portfolio Sat, 18 Feb 2023 06:35:56 +0000 https://jamalhamidi.com en https://jamalhamidi.com/Header Tue, 31 Aug 2021 11:42:40 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Header JAMAL HAMIDICONTACT https://jamalhamidi.com/Index Tue, 31 Aug 2021 11:42:40 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Index https://jamalhamidi.com/Hotels-com-Go-Do-Your-Thing Mon, 23 Aug 2021 06:00:44 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Hotels-com-Go-Do-Your-Thing Territory: Japan, Korea, Hong Kong, Taiwan Media: TV, Digital, Social Year: 2020 A weeks-long multi-country shoot followed by intense compositing and post-production is tough at the best of times. Shot in February and March 2020, we had the added challenge of COVID becoming a global pandemic smack-bang in the middle of this shoot, forcing us to come up with safety protocols as we went. Fortunately, the sleepless nights and complex logistical workaround didn't show in the final product. THE BRIEF: Communicate the range of properties available on Hotels.com to a number of key audiences (solo travellers, couples, families, business travellers) throughout Hotels.com key Asian markets. THE INSIGHT: When it comes to travel, there's no such thing as a "one size fits all." Instead, everyone's got their own travel thing. THE IDEA: The Go Do Your Thing celebrates the range of holiday experiences Hotels.com makes possible. Whatever your travel thing is, you can find the right type of accommodation to suit it on the app or website. EXECUTION: Five vignette-based master spots were produced, each one for a different audiences. These were then cutdown into various pre-rolls featuring tactical offers. ___ https://jamalhamidi.com/Carlyle-Co-IYKYK Sat, 18 Feb 2023 06:35:56 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Carlyle-Co-IYKYK Territory: Hong Kong Media: Social Year: 2021 This was an incredibly interesting task in brand building. As an exclusive private members club trying to build social cachet, this could not be about overt member recruitment. Instead, we had to paint a picture in the minds of our audience by using intrigue and hinting at the experiences that awaited inside the club. THE BRIEF: Bring the allure and intrigue of New York’s famed Carlyle Hotel to life in Hong Kong by launching a social platform for Rosewood’s private members club, Carlyle &amp; Co. THE INSIGHT: New York’s Carlyle Hotel is famous but also tantalisingly mysterious. It’s loved by filmmakers and celebrities and political heavyweights and captains of industry, and there’s very much a sense of what goes on inside its four walls, stays inside those four walls. Our platform would need to play heavily on what we leave&nbsp;unsaid.&nbsp; THE IDEA: Our platform of&nbsp;If You Know You Know drops tantalising hints about the Carlyle &amp; Co. lifestyle. It suggests a series of enthralling and at times decadent set of experiences inside the club, but never spells it out. You either get it, or you don’t. EXECUTION: An ongoing platform of static and video social posts that tease that glamour and allure of the club. Sometimes we would use suggestive captions. Sometimes we would let pictures do the talking. Together, they paint a picture of the good times that happen inside Carlyle &amp; Co. But remember, shhh. What happens inside the club, stays inside the club. ___ <img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/c6c2776a5b52d4e10a80e032d61e2c29677e96cf25e7dec0ad7e0968b6db9acc/05.jpg" data-mid="168848466" border="0" src="https://freight.cargo.site/w/750/i/c6c2776a5b52d4e10a80e032d61e2c29677e96cf25e7dec0ad7e0968b6db9acc/05.jpg" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/61cd7f727b9d50c4a8620a139eb18c0a5f7bdaee5a3bff53752e9a4c44de82e2/Pre-Launch_W2_FA_10.jpg" data-mid="168848511" border="0" src="https://freight.cargo.site/w/750/i/61cd7f727b9d50c4a8620a139eb18c0a5f7bdaee5a3bff53752e9a4c44de82e2/Pre-Launch_W2_FA_10.jpg" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/5a108a925e65368e6ef46d19faf76b47434fb6a64c2eeabde9b913e56c4b600b/Pre-Launch_FA_7.png" data-mid="168848509" border="0" src="https://freight.cargo.site/w/750/i/5a108a925e65368e6ef46d19faf76b47434fb6a64c2eeabde9b913e56c4b600b/Pre-Launch_FA_7.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/b4653b2b4efa4ed0848ed5a3d7b2ae93ae367a2f72f4720650c19c5e398f12ad/Pre-Launch_W2_FA_0602_15.png" data-mid="168848514" border="0" src="https://freight.cargo.site/w/750/i/b4653b2b4efa4ed0848ed5a3d7b2ae93ae367a2f72f4720650c19c5e398f12ad/Pre-Launch_W2_FA_0602_15.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/f781135a1a63d77c94f01c3c8fa0c57eb4f6ee007c4db1e4146d3e98cd021d81/Pre-Launch_FA_6.png" data-mid="168848508" border="0" src="https://freight.cargo.site/w/750/i/f781135a1a63d77c94f01c3c8fa0c57eb4f6ee007c4db1e4146d3e98cd021d81/Pre-Launch_FA_6.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/642b367d9ec1d5f22e7d0e0db1a07ed6d1bfbea2be19a19a940861ded07254ec/Pre-Launch_FA_2.png" data-mid="168848504" border="0" src="https://freight.cargo.site/w/750/i/642b367d9ec1d5f22e7d0e0db1a07ed6d1bfbea2be19a19a940861ded07254ec/Pre-Launch_FA_2.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/cce31ac2e951dec0efe22314c521531864e2294512f8415b33a73116091a6b8f/Pre-Launch_FA_8.png" data-mid="168848510" border="0" src="https://freight.cargo.site/w/750/i/cce31ac2e951dec0efe22314c521531864e2294512f8415b33a73116091a6b8f/Pre-Launch_FA_8.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/1331b64934b51c3eaa92de48db3c47f8819632741c79d2b8b99e22bf776ffcee/Pre-Launch_FA_3.png" data-mid="168848505" border="0" src="https://freight.cargo.site/w/750/i/1331b64934b51c3eaa92de48db3c47f8819632741c79d2b8b99e22bf776ffcee/Pre-Launch_FA_3.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/3005a82104a560772d8b9d78db5683d86b57d12aaa3fa8b5f6d44f33ad832d56/02.jpg" data-mid="168848434" border="0" src="https://freight.cargo.site/w/750/i/3005a82104a560772d8b9d78db5683d86b57d12aaa3fa8b5f6d44f33ad832d56/02.jpg" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/607e286d74b490544e2c09ca58e1e712f30cb708296abed61b3819122ff58d11/Pre-Launch_FA_4.png" data-mid="168848506" border="0" src="https://freight.cargo.site/w/750/i/607e286d74b490544e2c09ca58e1e712f30cb708296abed61b3819122ff58d11/Pre-Launch_FA_4.png" /><img width="750" height="750" width_o="750" height_o="750" data-src="https://freight.cargo.site/t/original/i/d39360156ded59ea4b78f8bbed03e506b3b0f92993780d059fdfdb4631c54ef7/03.jpg" data-mid="168848445" border="0" src="https://freight.cargo.site/w/750/i/d39360156ded59ea4b78f8bbed03e506b3b0f92993780d059fdfdb4631c54ef7/03.jpg" /> https://jamalhamidi.com/Gay-Games-23-Come-Out Fri, 17 Feb 2023 21:15:59 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Gay-Games-23-Come-Out Territory: Hong Kong, Global Media: Digital, Social, PR Year: 2022 We wanted this campaign to be both a celebration of Hong Kong’s hosting of the Gay Games, but also as a love letter to the city, its people, and its unique and vibrant culture. As a community event run by a not-for-profit organisation, resources were extremely tight, so we had to make a little go a long way. This project held special significance for me as the last project I worked on before leaving Hong Kong, and I was thrilled at how the team and our clients worked together to make it happen. THE BRIEF: Excite local and global audiences about Gay Games 23, to be held for the first time in Hong Kong, while showcasing Hong Kong’s unique culture and scenery. THE INSIGHT: Despite the city’s hosting of the Games, many in Hong Kong and internationally believed that conservative views were still prevalent in the city, and that the games would fail as a result. We had to reassure our audience that Hong Kong was more accepting of the Games than they might think. THE IDEA: Everybody’s Coming Out for the Games celebrates the widespread support for Gay Games 23, by showing how people from all walks of life were enthusiastic about the event. EXECUTION: A launch film that ran globally on digital and social channels, accompanied by media outreach.__ https://jamalhamidi.com/FWD-Insurance-Everyday-Heroes Mon, 23 Aug 2021 07:18:53 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/FWD-Insurance-Everyday-Heroes Territory: Hong Kong, Macau, Thailand, Indonesia, Malaysia, Vietnam Media: TV, Digital, OOH Year: 2019 "Their stories are missing tension." That was my initial reaction on receiving this brief. When FWD Insurance arrived on the scene with ads that showed music festivals snd people skydiving, they certainly looked different to the rest of the insurance category - but something about them felt glib and superficial. With this campaign, we wanted to add something extra to their storytelling by focussing on the moment before the leap. THE BRIEF: After five years in the market, FWD Insurance were looking to launch a new regional brand campaign. Our task was to add a new dimension to the brand's positioning, "Celebrate Living." THE INSIGHT: The choices we make that will let us live a life worth celebrating are often the choices that scare us. Insurance allows us to look that fear in the eye and overcome it. THE IDEA: The Everyday Heroes campaign tells the stories of people who overcome their fears to live a life worth celebrating, focussing specifically on their individual moments of decision. EXECUTION: After an intense period of research into societal tensions throughout Asia, we developed 12 vignettes that told stories of ordinary people facing their moments of decision - or as we called them, Everyday Heroes. Some of our stories were based on bucking societal conventions in conservative Asian markets, such as a scene of a woman flipping old-fashioned gender norms and proposing to a man, or a junior employee breaking hierarchy norms to offer an opinion to her boss. Some told the story of emergent trends, such as young people in developing markets choosing to start their own business rather than work in a "safe" job for an established company. And some were real stories of people recovering from setbacks, such as that of the diver who had taken up the sport again after having a leg amputated. These twelve vignettes were of a plug-and-play nature, meaning that each FWD market could create a hero spot out of the vignettes that best suited their local cultures. Music was key to this approach. Working with Universal Music Group, and after a process of culture checks in each market, we selected Heroes (We Could Be) by Alesso and Tove Lo as our brand anthem. Each vignette had a corresponding key visual that was shot to accompany it. These key visuals were used in OOH and transit advertising in our key markets. https://jamalhamidi.com/livi-Bank-Live-Your-Way Mon, 23 Aug 2021 07:31:06 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/livi-Bank-Live-Your-Way Territory: Hong Kong Media: TV, Digital, Social Year: 2020 THE BRIEF: Launch livi Bank, a new virtual bank aimed at ordinary people, not just tech-savvy early adopters. THE INSIGHT: Banks in Hong Kong are far from user-friendly. They're stuffy institutions that stick you in endless queues before burying you in forms and paperwork. With it's simple user-interface and intuitive features, livi Bank lets you pay, manage your money, and be rewarded on your own terms. THE IDEA: The Live Your Way campaign told humorous stories of an ordinary family using livi Bank to make their everyday lives just that little bit easier. EXECUTION: The campaign launched with three video spots that ran on TV and digital. Rather than deal in lofty brand promises, each execution explained a simple product feature that could make the lives of the average Hong Kong family easier. These spots were supported with OOH in high-traffic areas, as well as activity on social. ___ https://jamalhamidi.com/Hagar-The-Reality-Check Sun, 22 Aug 2021 09:43:06 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Hagar-The-Reality-Check Territory: Hong Kong, Vietnam, Cambodia Media: Live Activation, Social Year: 2019 When we first sat down with the team from Hagar International to discuss how we could help them tackle the problem of modern day slavery, they asked us if we knew how much the life of a slave was worth in 2019. When they told us how little it took to buy a human life, we knew that we had to let people know about this shocking statistic. THE BRIEF: For 25 years, anti-slavery NGO Hagar International has helped victims of slavery to heal from their experiences. Our task was to build awareness of the issue and drive donations to fund their work. THE INSIGHT: Most people think slavery is something that lives in the past. Fact is, slavery is rampant across the world, and in real dollar terms, a slave costs less than at any time in human history. But figures and statistics are abstracts; we had to make these real to our audience, by bringing the problem into their world. THE IDEA: A slave costs about the same as a nice meal. So, we took over a upmarket restaurant in one of the more fashionable parts of Hong Kong. When guests had finished their meal, we served them a Reality Check - a restaurant bill that showed the number of slaves they could have bought for the cost of their meal. EXECUTION: The Reality Check campaign centred around a guerilla activation that took place at a restaurant in Hong Kong. Here, a specialist counsellor from Hagar went undercover as a waiter, presenting diners with their Reality Checks and explaing the organisation's work. Diners were even brought face-to-face with the issue, introducing them to slavery survivors who were also dining in the restaurant. Content was captured during the activation and packaged up as part of our PR outreach, with audiences directed to a campaign microsite to learn more about the issue, and donate. It was also used at the centrepiece of Hagar's corporate fundraising events. RESULTS: - Donations during the one-month campaign period reached 140% of the total donations for the previous year - Amounts pledged to Hagar were 550% of target. ___ AWARDS 2019 Dragons of Asia - Black Dragon (Best Cause or Charity Marketing) 2019 Kam Fan Awards (HK) - Silver (Media) 2019 Kam Fan Awards (HK) - Bronze (Promo &amp; Activation) 2019 Kam Fan Awards (HK) - Bronze (Direct) 2019 Spikes (Asia) - Finalist (Not for Profit) 2019 Spikes (Asia) - Finalist (Guerilla Marketing &amp; Stunts) https://jamalhamidi.com/Hotels-com-Bleisure Mon, 23 Aug 2021 06:38:33 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Hotels-com-Bleisure Territory: Japan Media: TV, Digital, Social Year: 2019 THE BRIEF: On the whole, business travel represents about 25% of Hotels.com's business in Japan, but growth had plateaued. In order to increase the amount of nights stayed, Hotels.com was looking to popularise and own the idea of "Bleisure" - a business trip with leisure nights added on to the end. THE INSIGHT: Research showed that in Japanese culture, there was a widespread apprehension around adding leisure time to a business trip. However, the brand's rewards program - allowing members to stay ten nights, get one free - was the perfect way to introduce them to the idea of bleisure in a guilt free way. We then had to convince business travellers that, rather than being irresponsible, going through an exhausting business trip means that you've earned a break. THE IDEA: Bellpug, Hotels.com's lovable travel mascot, is there to let you know that you've earned the right to reward yourself with some leisure time. EXECUTION: TV spots showed an exhausted salaryman in the middle of client drinks, being interrupted by Bellpug and encouraged to take a break for himself. Supporting PR and social content provided greater depth of education around Bleisure travel, with a series of Bleisure Hacks running on Hotels.com's social channels, and long-form mockumentary content being used to explain the concept of Bleisure more to an unfamiliar audience. https://jamalhamidi.com/Pleasure-Point-Fairytale-Endings Sun, 22 Aug 2021 13:27:07 +0000 Jamal Hamidi: Creative Portfolio https://jamalhamidi.com/Pleasure-Point-Fairytale-Endings Territory: Hong Kong Media: Print &amp; Out of Home campaign Year: 2010 As the leading adult retailer for the LGBT community in Hong Kong, inclusivity is at the core of what Pleasure Point stands for. And in a city where advertising campaigns featuring LGBT couples have been removed by skittish brands and media owners after complaints from a small but vocal minority, Pleasure Point decided to show Hong Kong that everyone equally deserves a happy ending. <img width="1170" height="1654" width_o="1170" height_o="1654" data-src="https://freight.cargo.site/t/original/i/621becec8c7272cd6fe21605fc09dda0c069ac64a04255e30e6831a17257af13/Pleasure-Point-1.jpeg" data-mid="117740900" border="0" src="https://freight.cargo.site/w/1000/i/621becec8c7272cd6fe21605fc09dda0c069ac64a04255e30e6831a17257af13/Pleasure-Point-1.jpeg" /><img width="1170" height="1654" width_o="1170" height_o="1654" data-src="https://freight.cargo.site/t/original/i/faaf94680be9ef27054541f9dba94daef785f6028419b9df09933d3835393de2/Pleasure-Point-2.jpeg" data-mid="117740901" border="0" src="https://freight.cargo.site/w/1000/i/faaf94680be9ef27054541f9dba94daef785f6028419b9df09933d3835393de2/Pleasure-Point-2.jpeg" /><img width="1170" height="1654" width_o="1170" height_o="1654" data-src="https://freight.cargo.site/t/original/i/451f0b61ddb1d8d6ea68d62a7e9ec139c4e06b1351489dd3e829f64bd5d214ec/Pleasure-Point-3.jpeg" data-mid="117740902" border="0" src="https://freight.cargo.site/w/1000/i/451f0b61ddb1d8d6ea68d62a7e9ec139c4e06b1351489dd3e829f64bd5d214ec/Pleasure-Point-3.jpeg" />