A BIG PLUS

By Saatchi & Saatchi Beirut for MTC touch (thanking the red cross for all its humanely possible doings).

Connected by definition

"Wireless by definition. Connected by patriotism" reads the headline of mtc touch ad by Saatchi & Saatchi Beirut. The bodycopy is as perfect. "Everyone has something to say" is the telecom's slogan adopted in Lebanon and made up by Saatchi. It's a punchline that conveys a bloody load of meaning, so appropriate to Lebanon's socio-politico climate that it manages to make mtc totally rooted in the country's culture; whereas, we all know that it's a Kuwaiti-based provider that went global Big time. In Kuwait, its slogan used to be "WE HEAR YOU"; a bit cliché to say the least... Present in 22 countries, Zain (formerly mtc) is bidding today to try to gain the acquisition of the Lebanese cellular provider. If it wins, [even if doesn't] mtc will disappear soon; nonetheless, everyone will always have something to say; and hopefully Zain will prevail and confirm that indeed, there is no "Wonderful World" without our freedom of speech. You can view more of mtc ads--soon to become vintage-- by clicking on mtc tag or visiting ArabAd archive blog- You can also check the wonderful possibilities a flag can do when graphic designers toy with it....

Yelleh ma bysa7al 3anak...

"It's Wonderful to stay in touch Whatever you have to say, Whenever you say it and however you want to say it... mtc touch is there for you. So go ahead touch someone with your words."

By Saatchi& Saatchi Beirut.

The new Zain brand motto, "A wonderful World" is certainly an extension of the debut of mtc touch and the punchline used back then, "it's wonderful to stay in touch..." "Everyone has something to say", is another slogan adapted by mtc touch in all its advertising communications; This one has a political connotation, as it saw the light with Independence Intifada, Cedar Revolution, Cedar Spring or just Independence 05; triggered by the assassination of former Lebanese Prime Minister Rafik Hariri on February 14, 2005, It is also known as the Arab Spring in reference to Prague Spring. A corporate communication that symbolises Freedom of Speech, tolerance and respect to everyone's opinion. Bottom line: it reflects positively on mtc touch brand value. "Everyone has something to say" hints at or is inspired by the massive gatherings organised by the opposition led by charismatic Sayed Hassan on March 8 & the 14 of March rally of cry and anger.

As a result, "Everyone has something to say", so LET IT BE!

Magic is Huge & Touch is Magic

This is one of the four visuals, designed by Saatchi & Satchi, CD Samer Younes, to introduce the 'Magic' roaming service of mtc touch in Lebanon. For more on this campaign visit ArabAD Creative Archive mtc touch in Lebanon still goes by the touch nickname, maybe because Zain's wonderful world philosophy don't fit within such a chaotic country... But joke aside--cuz this is absolutely not the case-- Zain brand is planning to bid for a majority stake in a Lebanese mobile phone operator, Kuwaiti al-Rai newspaper reported last 0ct 07, citing Zain's chief executive officer, Dr. Al Barrak. Lebanon was considering selling majority stakes in its two state mobile firms in February 2008 to raise as much as $7 billion. However, the government has postponed the auction of Lebanon's two cellular companies from February 22 to May 1 to await the creation of a national unity government and of course to agree on Baaba Palace resident name. mtc touch was officially launched in Lebanon in 2004 and Saatchi&Saatchi Beirut were the agency behind touch brand identity development and are still handling all advertising related services in Lebanon, KSA, Jordan, Iraq & Bahrein. You can check ArabAd Tidbits from time to time if you're interested in staying plugged with the Arab Business & communications world.