Brand | LAND ROVER |
Product/Service | RANGE ROGER EVOQUE |
Entrant | BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
Category | Film - Film Direction |
Entrant Company: | BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | MEC Dubai, UNITED ARAB EMIRATES |
2nd Advertising Agency: | WUNDERMAN Dubai, UNITED ARAB EMIRATES |
Production Company: | BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
2nd Production Company: | FILMWORKS Dubai, UNITED ARAB EMIRATES |
Brief Explanation
In this region, Range Rover vehicles are mostly driven by a more mature target audience. For the first time ever, they were launching a ‘baby Range Rover’, the Range Rover Evoque for the youth, mainly young, affluent Arab male – a target they have never spoken to. Our task was to launch this vehicle in a way that will grab their attention.
Our strategy: start the buzz beforehand and entertain them where they spend most of their time – Online.
Along with MBC, the region’s leading broadcast company, we created a 5-episode online film series, Classified – an exciting, action-packed drama that was not only in Arabish (Arabic+English), the language our target audience speaks in, but we also got a young, acclaimed Arab director, Ali F. Mostafa, who already had a relationship with them since his box-office film, ‘City of Life’.
The region’s cities, the Arab culture and the features of Range Rover Evoque were seamlessly woven into the storyline. Classified entertained without brand mention, later revealing itself as ‘A Range Rover Evoque Film Series’.
Credits
Greg Burke - Mbc- Director Of Promotion/Mbc Brand Management |
Chief Creative Officer |
Kerry Platts- Wunderman |
Executive Creative Director |
Richa Khan- Wunderman |
Creative Director |
Ali Mostafa/Ashraf Hamdi |
Copywriter |
Nuzhat Merchant Ali- Wunderman |
Account Supervisor |
Lenna Kewlani - Mec |
Advertiser's Supervisor |
Shane Martin/Daniel Kilalea/Gino Vassallo |
Producer |
Ali Mostafa |
Director |
David Raul |
Editor |
Bkp Music |
Sound Studio |
Sebastian Vronski |
Sound Design/Arrangement |
Optix Digital Pictures |
Post Production |
Focus Puller: Richard Latham |
Cameraman |
Dany Neville |
Music |
Fatima Shaikh - Mec |
Account Manager |
Vikrant Shetty - Mec |
Planner |
Jing Jacinto |
Production Designer |
Anthony Smythe |
Cinematographer |
Anthony Smythe |
Director Of Photography |
Optix Digital Pictures |
EditingCompany |
Andrew Corroneo/Malesh Ponnusamy/Lina Nader/Nisha Wagh/Hannah Maji/Jean Atik |
Other Credits |