Job: To develop a print ad for National Geographic promoting the launch of the book “Lost History: The Enduring Legacy of Muslim Scientists, Thinkers and Artists.”
Agency: D.C.-based MDB Communications Inc.
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Theme: The fact that Muslim culture is shrouded in confusion and controversy. The advertisements will emphasize how the book aims to shed light on Muslim culture’s contributions to history and to the modern world.
The Concept: Because the current relationship between Islam and the West often is defined by mistrust and misunderstanding, many people don’t know that for centuries, the Muslim civilization was the envy of the world. The campaign will highlight how the book presents a more complete view of Muslim culture — one that counters the current focus on war, terrorism and politics.
The Plan: MDB will place ads in key outlets that target avid readers, such as The New York Times Book Review. Advertisements will cater to those interested in history and world politics. The ad features a provocative visual of a woman’s eyes and the rest of her shrouded in black, which lets readers bring their own experiences and beliefs to answer the opening question, “What do you see?”
Creative Team: Richard Coad (executive creative director, writer), Eric Reece (art director), Bill Hartman (senior art director), Janine Carlson (vice president, director of client services) and Michael Jaffe (account executive).
Background: MDB Communications, a full-service agency, counts among its clients small and large businesses, including Sprint Nextel and the Ritz-Carlton. It has worked with National Geographic for nearly a decade on integrated advertising campaigns, including the launch of its 2006 book “The Lost Gospel.”
Working On Next: MDB is working on new campaigns for Fannie Mae, Hunter Douglas and The National Association of the Self-Employed.
