1. COM357- Creative Advertising
Creative Campaign
Mira Jamal
M80000771
20 June 2013

2. What they do
A 16 month, full-time training course delivered at
The Cartoon Network Academy, at .
• It teaches techniques used in Europe and the USA, to train scriptwriters and
animators from the MENA region.
• It provides a foundation for creating animated productions that reflect
humour, culture, values and heritage within the MENA region.

3. Promotional Efforts
Articles published
online.
Social Network
Campaign 2013 “The Wait is Over”
TBWA/RAAD
Print Ads

4. Promotional Efforts
Campaign 2011/12 “Get Animated”
Online competition where applicants had to use an application to create a drawing, then
share it through social media. Likes were counted as a vote.
Competition was promoted through online banners, Google Adwords, Facebook Ads and
twofour54 website.
Print Ads were created which demonstrated student’s imagination, and used their own
thoughts as headlines. They promoted a rewarding career in animation and the
availability of scholarships.
Posters were placed at various universities in the UAE.

5. Persona for Core Audience
Psychographics:
Looking for an opportunity where they can turn their love for
drawing, and fascination with animation, into a career.
They are
creative, social, active, enthusiastic, precise, ambitious and
willing to learn and develop.
Do not have experience in animation, but a passion and
interest.
Demographics:
Nationality: Arab
Age: young adults (18-25)
Language: English and Arabic
Skills: Ability to draw

6. Brand Message
“Bringing Characters to Life”
WHY?
Animators want their characters to have a soul and heart. They want nothing more than to
be able to see their drawings move.
Our target market live in a world of imagination, so why not make their imagination come
to life.
CNAA is the brand that will make their dream of live imagination come true.
BASED ON: Emotional Branding
The services offered in the academy will naturally create a relationship with their clients
(students). Students will have emotional bonds with people they encounter at the
academy, creating connections, friendships and life long skills that will further develop their
careers.
Once a student goes to CNAA, the memory and skills will remain forever.

7. Mood Board

8. Strategy- Part 1
“Bringing Characters to Life”
Part one: Integrate Cartoon Network’s characters with real life, and bring animation into
reality.
Use technology (Screens and Cameras) on escalators in malls, across Abu Dhabi and
Dubai, to turn the bottom half of people on the escalator into cartoon network characters
Malls include:
• Abu Dhabi Mall
• Al Wahda Mall
• Al Khalidya Mall
• Mushrif Mall
• Delma Mall
• Marina Mall (AD and DXB)
• Dubai Mall
• Mall of the Emirates

9. Strategy- Part 2
“Bringing Characters to Life”
Part two: The race
Young adults, from all over the UAE, will have the chance to enter a race where they will be
teamed into 5, and go on a hunt around Abu Dhabi in search of people in costumes of
Cartoon Network characters.
The first 4 groups back (20 people) will then enter a competition where they will have to
send in a character they drew, to be judged by the CNAA team.
First place winner will receive a full scholarship worth Dhs. 80,000.
Second place winner will receive a part scholarship worth Dhs. 40,000.

10. Strategy- Part 2
Each team will be given a CN show themed
car, with a designated driver, who they will have
to give directions to. They will be given clues and a
map of Abu Dhabi, to guide them to each location.
They will also have a camera, where once they
find the character, they will have to take a group
photo with the character.
There will be a live feed projected on a large
screen on the Corniche, which will display footage from cameras set up in the cars, and the
locations participants would be stopping at. This will allow their supporters to watch them
and root for them through social media networks.
Promotion of the race:
• It will be announced on Facebook, Twitter, and YouTube.
• Fliers will be handed out at universities and malls across the UAE.
• Emails will be sent through all universities and colleges in the UAE.
• Radio Announcements:
Arabic Stations: Radio Sawa & Khaleejiya English Stations: Virgin Radio & Radio One
• 30” TVC on popular local channels such as Sama Dubai, Abu Dhabi TV, MBC
channels, Dubai One, FOX channels, and will also be uploaded and spread through Social

12. Story Board

13. Story Board