Raghda El-Sayed
Advertising is a field that requires creativity, innovation, and passion to create campaigns that leave a lasting impression on the audience. Mohamed Diaa ElDin Osman, also known as ‘Diaa’, is a renowned Group Creative Director at Ogilvy New York.
He is one of the most influential figures in the advertising industry, having created award-winning campaigns for globally recognized brands such as Netflix, EA Games, Air Jordan, Instagram, Facebook, and more. In this article, we will delve into Diaa’s education, career, campaigns, awards, and recognition in the advertising industry.
From Computer Science to Advertising: Diaa’s Journey
Diaa’s passion for advertising started after a failed attempt at earning a degree in Computer Engineering and Computer Science. He realized that his true calling was in the creative arts, specifically advertising.
Learning from Advertising Legends at Wieden + Kennedy Amsterdam
Diaa worked as a Creative Director at Wieden + Kennedy Amsterdam, where he spent almost a decade learning from advertising legends Dan Wieden and David Kennedy. Diaa’s time at Wieden + Kennedy Amsterdam helped him develop his creative prowess and ability to create campaigns that resonate with a global audience.
Joining Ogilvy New York
Diaa’s talent and dedication to the craft did not go unnoticed, and he joined Ogilvy New York as a Group Creative Director. At Ogilvy, Diaa has continued to create award-winning campaigns that have left a lasting impression on the advertising industry.
Campaigns
Nike Women Middle East Campaign: “What Will They Say About You?”
One of Diaa’s most memorable works is the Nike Women Middle East campaign titled “What Will They Say About You?” Inspired by his wife and sister’s upbringing in a culture that was not yet ready for strong women, the campaign created quite a stir on Arab Twitter and got picked up by international news outlets such as CNN, Vice, The Guardian, and Time Magazine. The campaign has also won several awards, including the Cannes Lions, D&AD Wood Pencil, and Eurobest Awards.
Other Iconic Campaigns
Diaa has also worked on other iconic campaigns, such as the “Need for Speed” campaign for EA Games, the “I’m open to that” campaign for Samsung, and much more. These campaigns have also won several awards and have left a lasting impression on the advertising industry.
Awards and Recognition
Cannes Lions
Diaa has won four Cannes Lions for his outstanding work in advertising. Cannes Lions is an international festival for creativity in advertising, marketing, and design.
D&AD Wood Pencil
Diaa has won one D&AD Wood Pencil, which is an international award for creative excellence in advertising and design for his ad Nike Land of New Football.
Dubai Lynx Awards
Diaa has won seven Dubai Lynx Awards, which is an annual festival celebrating creative excellence in advertising and communications in the Middle East and North Africa for his ads with Mercedes, Bridgestone tires, and Braun.
Epica Award
Diaa has won one Epica Award, which is an international award for creative excellence in advertising, design, and communications for his ad campaign for Nike’s “What Will They Say About you.”
Eurobest Awards
Diaa has won five Eurobest Awards, which is an annual festival celebrating creative excellence in advertising, design, and communications in Europe.
The tea?
Diaa is a brilliant mind in advertising. His aptitude for developing campaigns that connect with a worldwide audience and have a memorable impact is unmatched. Diaa’s proficiency and loyalty to his craft have enabled him to produce award-winning campaigns for several of the most renowned global brands.
