2014 Winners & Shortlists

TOO SCARY

BrandDU
Product/ServiceTELECOMMUNICATIONS
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryFilm - Casting
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES

Brief Explanation

True human insights about movie genres and entertainment help position the du Tuesday proposition - two tickets for the price of one - uniquely and memorably. Thereby helping the product break through the clutter and also position du as a brand that truly understands moviegoers.

Creative Execution

The key was to cast non-commercial characters. With the involvement of 3 casting directors, we cast more than 150 people for 4 films, just to find new and fresh faces that have not been overused across the region. We were looking for cast that suited the look of each film's genre, who could emote well and who suited the character vision we had in mind. In parallel, we also retained multiple cast options on set to allow us the flexibility to rehearse with actors in the frame and go with the best option.

Credits

Name Role
Bechara Mouzannar Chief Creative Officer
Abraham Varughese/Hesham Ezzat Creative Director
Maged Nassar/Hesham Ezzat/Zaid Alwan Copywriter
Hesham Ezzat Art Director
Anju Purushot Agency Producer
Nabil Mufarrij/Saad Yusuf Account Supervisor
Ahmed Zaki Advertiser's Supervisor
Manasvi Gosalia/Wadih Safieddine Producer
Ali Ali/Maged Nassar Director
Jayesh Kilpady Editor
Dima Gagea/Karim Mira Post Production
Nadine Choufani Account Manager
Saad Yusuf/Maysoun Hanna Planner
Nadine Ghanem Production Designer
Pierre Mouarkech Cinematographer
Pierre Mouarkech Director Of Photography
Steve Zerges ProductionManager
Pedros Temizian Other Credits