Al Jazeera English channel worked with Singapore interactive agency Interuptive in 2008 to promote the launch of their service on on SingTel mio TV, a Singapore-based pay television channel. An online campaign of thought provoking ad banners was created to promote the inquisitive and sometimes controversial channel. Each banner execution was based on the idea that sometimes things are not as they seem. Al Jazeera will look at every angle and every side to uncover the reality for the viewers, including newsworthy issues such as war, landmines and pollution.
Banners were placed on AsiaOne.com, 28 Apr 2008 – 25 May 2008, Straits Times Interactive, 28 Apr 2008 – 11 May 2008, and ChannelNewsAsia.com, 26 May 2008 – 5 Jun 2008. The Every Angle Every Side campaign won a bronze Lotus awards at the Adfest festival in March 2009, and can be viewed online here.
Every Angle Every Side campaign was developed at Interuptive Communications, Singapore, by copywriter Kevin Suryadi and art director/interactive designer Alvin Ng.