Launched in the UAE, Oman, Qatar and Bahrain, “Colours of Arabia” is a social media campaign consisting of a series of ten webisodes. The idea was to bring the paint category to life through emotional storytelling.
Developed by Fishtree, the webisodes are set in different parts of the Middle East – Burj Khalifa and Dubai Creek in the UAE, desert, wadis, mountains, beach in the UAE, Qatar and Bahrain – so as to weave the culture and heritage of the different countries in the campaign.
The Arabic videos, subtitled in English, touch on different emotional aspects; for instance, one webisode captures the relationship of a man and his blind granddaughter and the role of the grandfather as an enabler to make the little girl see the world through effective narration. “Often we believe that blind people cannot see colors. This belief has been demystified through the webisodes, which helps us to understand that even a blind person can see colour if we speak in the language they understand and empower them to see color within their world,” explains the agency.