American Excellence Medical Centre

The chosen one, Relief, Prosperity

Agency: Publicis


Our challenge was to remind people of the magnitude of difference they can make by donating blood. Our idea sprung from two powerful insights in the Arabic language. The use of the phrase “a dot of blood” which translates to “a drop of blood” in English. And the use of the diacritic dot, in written Arabic, which can change the meaning of a word. Using these insights, we placed a “dot of blood” to change negative words into positive words; a literary demonstration of the powerful difference that blood donation can make.

This professional campaign titled 'The chosen one, Relief, Prosperity' was published in United Arab Emirates in December, 2016. It was created for the brand: American Excellence Medical Centre, by ad agency: Publicis. This Print medium campaign is related to the Health industry and contains 3 media assets. It was submitted over 6 years ago.


Advertising Agency: Publicis ME, Dubai, UAE
Creative Directors: Jan Leube, Husen Baba, Vijay Simon
Art Directors: Husen Baba, Haitham Medhat
Copywriter: Haitham Medhat
Arabic Calligrapher: Eduard Dimasov
Account Manager : Rola Haddad


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