“Innovation is an organic process that requires the application of the right knowledge and technology. When you listen, observe and address real human needs with smart solutions, you will always remain relevant. That is the fuel that drives all the great initiatives we are seeing from Samsung and Cheil globally. Samsung is not about technology in a vacuum; rather, it enables and empowers people with technology to help achieve greater things in life. And it makes us very proud to be part of this wave of positive meaningful creations.” Said OmarAl Jabi, Executive Creative Director for Cheil MENA.
In an interaction with MediAvataar MENA Omar unlocked the various doors of innovation through the lens of different campaigns of Samsung.
Here is the complete Q&A…….
MediAvataar MENA: Congratulations for the Digital & Interactive Design Grand Prix at Dubai Lynx 2016 and all the very best for Cannes this year. What do you think made the KalimaLock campaign/app stand out? How was the idea thought/ conceived?
Omar: KalimaLock was the result of ongoing discussions and collaborations with Samsung Gulf Electronics to use existing technologies and knowledge for the good of our communities. We are really happy and humbled by the recognition we received at Dubai Lynx, D&AD and The One Show. KalimaLock was a simple design solution that was inspired by the familiar action of unlocking a mobile device. We believe the ease-of-use and its relevance to an existing social issue were the two attributes that helped this project attract such positive attention.
MediAvataar MENA: Samsung and Cheil have always believed in supreme innovation but how do you manage to constantly evolve and budge the chance of becoming obsolete?
Omar: is an organic process that requires the application of the right knowledge and technology. When you listen, observe and address real human needs with smart solutions, you will always remain relevant. That is the fuel that drives all the great initiatives we are seeing from Samsung and Cheil globally. Samsung is not about technology in a vacuum; rather, it enables and empowers people with technology to help achieve greater things in life. And it makes us very proud to be part of this wave of positive meaningful creations.
MediAvataar MENA: Tell us more about your Blind Cap campaign.
Omar: This is a great initiative by Samsung and Cheil in Spain, which tackles a real problem (not known to many) with simple, easy-to-use wearable technology. This innovation is the result of what can be achieved when we rethink an existing solution and create a better way for those amazing athletes to focus on what they do best: Swim and win. Our network is very proud of this project, and it is one of our best creativity-for-good initiatives.
MediAvataar MENA: Do you think technology is molding us to abandon human ties and just rely on tech-ties alone (for example your Shakespeare app)?
Omar: Like everything in life, technology can be used and targeted for the right or wrong reasons. In the case of Samsung and Cheil UK’s Shakespeare app, I believe it was used smartly, for a good cause – to help a younger audience connect and relate better to classical literature, which would otherwise be seen as boring or less interesting. Here, technology was used as a bridge to close the gap between the old and new ways of teaching, to make education more relevant to the younger generation, which I think makes a fine example of how technology can be used to enhance human relationships.
MediAvataar MENA: Will excess innovation ever hamper human thinking and exploring?
Omar: On the contrary, real meaningful innovation is triggered by never-ending human curiosity and exploration. Innovation is an ever-evolving eco-system that harnesses the potential of imagination and creativity to push boundaries and create greater possibilities. We are really privileged have a partner like Samsung who is always looking forward to launching innovative projects that will go to shaping the future.
MediAvataar MENA: Which are your personal favourite apps that you always vouch on?
Omar: Honestly, we all know that app downloads are not as popular as they used to be. Like every user today, I will only download and use the apps that provide me with a certain benefit and convenience. More importantly, they have to be relevant to my lifestyle and be easy to use.
MediAvataar MENA: What is your advice to budding creative talents?
Omar: Be Curious, be fearless and be persistent.