TBWA\RAAD Pitched for the PR account of CNN Arabic in 2003 and won the business.
Our agency was 3 years old, and we were so keen to show that we were as goos as the big boys, some of whom had been operating in the Middle East for more than 50 years. The entire agency team, felt that TBWA’s Disruptive Philosophy and our relevant creative solutions were our edge.
Our Creative Team developed a logo for the CNN Arabic service, despite the fact that we were not briefed to design a logo. This was very much liked and instantly it got accepted and used.
Google Image introduced it saying:
CNN Arabic Logo is honestly one of the most creative, we have ever seen!
And the design journal of it was used as an example of cultural consideration when designing global communication material.
The photographs below show the party that was organized at the agency’s office to launch the Logo and to place the CNN Logo at the TBWA\RAAD clients’ wall.
