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High Five: When Strategy Shines


Amsterdam-based freelance strategy director, Mostafa Hashish, shares campaigns from over the years which show how strategy can sing when done right

High Five: When Strategy Shines

I have always believed strategy is good as the execution, rather than something that ends up in a PDF in a folder somewhere. It’s never usually discussed, but brands that win are always highly dependent on people having the rigour and taste to know how to do striking work. And now, here are five campaigns that make their strategy look good...

New York Times - 'Truth'

The NYT 'Truth' platform was such a brilliant response to fake news, showing the effort behind what it takes to report a story and make New York Times worth subscribing to in the meantime. I also always slightly envied how clever it was to include the ‘brand in the first six seconds’ in the audio track of every copy of this campaign. 

Nike - 'Nike Cricket'

Agency: JWT

As a way to crack into cricket culture in India, JWT created a crowdsourced campaign from 1,440 cricketers across India to create this magnificent execution. Even though the work overall is brilliant, the sound design is out of this world. It uses chants from cricket fans remixed and reused to show what the cultural space truly 'sounds' like.

Lurpak - 'Go Freestyle'

Well, I don’t need to say much here. Lurpak’s take on a category that was quite bland at the time, moving the brand from spoiled cows to highlight the passion for cooking and food is just *chef’s kiss*. The consistency of the creative platform across different campaigns is something I found always fascinating, and the food shots firstborn of the platform have been rehashed by the industry ever since. The spreadable ‘freestyle’ copy is the one I personally enjoy the most.

adidas - '

In 2015, trolling was having its high day, and adidas’s take to make online hate a sign and fuel for great performance was a thought I'd always loved. Executing it with a vulgar ALL CAPS production gives it great power. The Messi copy is pretty cool too, to be honest.

Vodafone - '

Being originally from Egypt, I always felt the work from the region is quite underrated since it’s usually hard to culturally translate. One of the campaigns that always stuck with me was Vodafone’s campaign with Mohamed Mounir. Mohamed Mounir is a singer (nicknamed The King) and when Vodafone needed to launch their ‘Let Nothing Stop You’ platform in Egypt, they used his unlikely journey being brought up in Aswan, a town 600 KM south of Cairo, to becoming The King.

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High Five, Wed, 19 Apr 2023 11:30:01 GMT