Have to admit, the last time I bought a lottery ticket was about 8 years ago on a trip to the UK. I won 75 quid. Or about US$115 if you're from across the pond. Either way, sadly way too few zeros for me to be able to sail off into the sunset. Still, the feeling you get when you win something is always a good one. So it was nice to find out recently that together with our clients FUSE (OMD) and Henkel Arabia, we'd won a few more awards at the 2015 MENA Digital Awards.


Best Use of Video - Silver
Best Integrated Digital Campaign - Silver
Digital Activation - Silver


The awards were in recognition for the the work on Persil Arwa Abaya and mark the forth year running the campaign has been included in the winners list at regional industry awards. The campaign previously picked up trophies at the 2012, 2013 MENA Cristals and the 2014 MENA Digital Awards.

Ian Carless

Ian Carless

The 2014 Persil Arwa Abaya campaign saw a move away from the previous reality show format of the previous two years. This time the campaign ran for 6 months and featured six prominent abaya designers. Four pieces of bespoke 4-5 minute video content were created around each designer showcasing the designers, their clothes, their inspiration etc. One video was released online each week with a compilation video also airing on the popular MBC 1 morning show. Check out some of the episodes below.

We're extremely proud of the work we've done for Persil. To top things off, the awards mark the fifth year in a row that Talkabout Media has been rewarded for our production work. We've been fortunate enough to have both a client (HENKEL) and agency (FUSE) who have believed in our capabilities and let us do what we do best, create great content. It doesn't really get much better than that.

Here's to producing a lot more award winning work!

Ian Carless | Executive Producer



Client: Henkel Arabia

Agency: FUSE, OMD

Agency Producers: Ines Sebiane, Rosemarie Saad

Executive Producer / Director: Ian Carless

Producer: Anisha Narayan

DoP : Steve Moro

Camera Assistant: Asanga

Post Production: Talkabout Media