“Dhoonitha”, (Birds), is a song off the album, “Furolhu” by Kushehnooney, a Maldivian Music Band. The album came out around 2003/2004, recorded in a small room, by 5 close friends, who had played together in different guises. It was their penultimate, album comprising of songs developed within a range of a decade or so prior to its release. More about the band and their songs can be viewed here http://kushehnooney.com During the initial launch period, they wanted to develop a video of one of the singles off the album. The decision to choose Dhoonitha was Albow Arifs idea, one of the lead singers of the band, and an animator himself. […]
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The initial idea for the development of the campaign identity was that it had to encompass all the Communication criteria set out in the Communication plan, which includes; firstly, that all materials have to be educative, secondly, that it has to be regionally specific, thirdly, it has to be durable and sustainable, and fourth and lastly that it has to be interactive and enable collaboration. What we wanted was not just a visually distinctive identity, but a useful tool which can enhance and help the message reach the target audience in a relevant and effective manner. In order to this, we utilized the data consolidated during the initial research […]
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The document outlines the social marketing plan for public awareness campaign for disaster risk reduction, response action, mitigation & early warning in the Maldives. The objective is to design a campaign to enable the population of Maldives to be informed, knowledgeable, and aware of the hazards they face and vulnerabilities that exists within their own community, to enable them to utilize resources, which are accessible to them, to prepare, respond and recover from natural disasters, personally and as a community During the development of the plan we took into consideration how we could try and revitalize as well as utilize the indigenous beliefs and knowledge and practices which helped […]
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“Rakaavethibeyya Dhivehiraaje” was a Disaster Awareness Campaign designed by mooinc. pvt. ltd. The objective was to design a social Marketing campaign to enable the population of Maldives to be informed, knowledgeable, and aware of the hazards they face and vulnerabilities that exists within their own community, to enable them to utilize resources, which are accessible to them, to prepare, respond and recover from natural disasters, personally and as a community. Initial research was conducted in an attempt to explore people’s current attitudes and perception towards disaster risk, within a regional context, as well to identify the communication gaps that exist between scientific fact & behavioral best practice. In conjunction with […]
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Dhiraagu, first telecommunication service provide in the Maldives, wanted to celebrate 20 years of service, and proposed mooinc, to develop a communication campaign which would enable them to reestablish an emotional connection with their existing & potential customer base. We took the challenge as an opportunity to explore one of the most prominent and well-established brands in the Maldives, and see how we can provide a solution for them as well as their customer base. We were given 4 days to propose a concept for the campaign to their executive team. Although there wasn’t much time, we knew we would need to research the existing perception of the brand […]
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The scope of the project was initially to develop a Video ad, for a newly establish Sunglasses retailer named “Feel Good”. With our advice they agreed to work on developing a brand identity for “Feel Good”, in order that it would give us some idea of how to conceive the video ad, as well as, make it relevant to the target audience. Although it was not in our initial scope, we felt it was an opportunity to innovate and do something subversive and new. Also we didn’t quiet feel that the young people that the sunglasses retailer wanted to target with the Video ad, could relate to a brand called […]
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VA pvt. ltd. is a well established business based in the Maldives, who has a diverse portfolio of products and strategic business units, which includes hotels, and consumable products. This particular project was awarded to mooinc. pvt. ltd., to develop a distinctive brand identity and competitive positioning for two new resorts which they were developing, located in the Northern most Atoll of Maldives. Both island were very different geographically, with very different proposed architectural design concept. Our idea was to explore and get to the core of why people travel, and perceptions of space created through history of exploration and colonization, in literature and arts. This research was used to […]
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