Awkward Ads cracks the brief for Iraq’s most daring brand campaign yet
Date
1/30/2025 7:29:26 AM
(MENAFN- Epress release) January 30th, Dubai, UAE; Baghdad, Iraq: Creative agency Awkward Ads has partnered with Mountain Dew and Doritos to launch a daring new campaign aimed at capturing the adventurous spirit of Gen Z in Iraq. Awkward Ads was tasked with creating a campaign as bold as the brands it represents, and shattered the mold.
The concept, rooted in the br’nds’ dual identities, is a musical and visual masterpiece. Khalifa OG and Armando, two o’ Iraq’s most influential rappers, took on the challenge of crafting tracks that captured the individual energy of Moun’ain Dew’s dynamism a’d Doritos’ daring edge. But the real magic happens when their tracks collide, transformed into a seamless mashup by Wael Alaa, better known as Neobyrd.
“Thi’ campaign is–’’ just bold – it’s groundbreaking. The artists bring deep cultural insights that make ”he tracks hit home,” shared Omar Radwan, Executi“e Creative Director. “It is their authenticity that turned the music into something truly relatable, something that felt like it was made for them.”
The visuals, directed by visionary filmmaker Nazly Abouseif, transform the campaign into a feast for the senses. From gritty urban landscapes to bursts of vibrant color, each frame captures the raw energy and cultural richness of Iraq. The interplay of chaos and beauty reflects the audacious spirit of both brands.
But it’s not just about sound and imagery. This campaign dives deep into the cultural fabric of Iraq. Incorporating Iraqi and Kurdish ’ialects, it’s designed to feel like it belongs to t’e audience it⦣8211;s speaking to – a rare and powerful feat in brand storytelling.
The campaign’s dynamic soundscape, crafted by Wael, brought all the visuals and soundtracks together to create a cohesive, immersive e’perience. The music’s intricate layering served as the emotional core of the entire campaign.
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