2014 Winners & Shortlists

DONATE TIME

BrandWATANIYA TELECOM
Product/ServiceTELECOMMUNICATIONS
EntrantIMPACT & ECHO BBDO Safat , KUWAIT
CategoryFilm - Animation
Entrant Company IMPACT & ECHO BBDO Safat, KUWAIT
Advertising Agency IMPACT & ECHO BBDO Safat, KUWAIT

Brief Explanation

Ramadan is a time for charity and giving. But during Ramadan, most people in Kuwait mechanically grab their wallets and donate money without giving any thought or personal involvement. And charity has always been associated with money. This year, Wataniya wanted to encourage people to see beyond money and donate something personal, something bigger. A donation doesn’t need to be materialistic. We redefined the meaning of donation and urged people to give joy everyday in the form of small and simple gestures like Donating Hugs, Smiles, High Fives, Jokes, Stories, or even a sincere Thank You. Just like that, the campaign opened up people’s minds to endless new ways of donation. Thousands and thousands of people from all ages and walks of life united to donate all sorts of kind gestures, even Iftar meals and give a new meaning to the act of donation. They donated the time off their lives and designated it towards the needs of others. This Ramadan, Wataniya instilled back the true meaning of giving in our hearts.

Creative Execution

The launch of Instagram’s new video feature in June came just in time for the start of the campaign. It’s exactly what we needed as a means to entertain and connect with the youth fan audience. A seemingly simple, yet painstakingly intricate, series of stop motion videos were put together using little more than cardboard, paper and patience. The series introduced cartoon-ish charters that are meant to deliver the message in a fun and entertaining way. At the same time connect with fans on a personal level and inspire them through the actions of the characters in making a change and participate. The characters were build from simple props put together from a bunch of cardboard, color pencils, tape and a cutting blades to start creating our characters and set the scenes for animation. Yes it was hectic going through the details, but much enjoyable and fun at the same time. The style of the animation is based on a stop motion method; using only an iphone taped to a camera stand and pic by pic we had to nudge the pieces around to create the animated sequence needed for the animation. I can’t tell you how many times we had to redo the animations because of over moving parts of one of the characters. We created our own animation light box to capture more of indirect light to soften the shadows around the characters while shooting.

Credits

Name Role
Lokesh Achaiah Creative Director
Lokesh Achaiah/Ayed Hassoun Copywriter
Luciano Di Pietro/Patrick Semaan Art Director
Luciano Di Pietro Account Supervisor
Luciano Di Pietro/Patrick Semaan Producer
Luciano Di Pietro Director
Luciano Di Pietro/Patrick Semaan Post Production
Stop Motion Animation
Luciano Di Pietro/Patrick Semaan Cinematographer
Impact/Echo Bbdo Editing Company
Patrick Semaan/Ahmad Waheib/Nathali Badran/Rithesh Ozario Other Credits