2014 Winners & Shortlists

Brief Explanation

Vodafone is launching a new customized Ring-Back Tone Service "Say it yourself" where consumers get the chance to record his/her own ring back tone for 5 cell numbers of his will from Karaoke, personal status, or caller-customized messages. Our objective was to introduce Vodafone's customized ring back tone service to VF's upper-end target through viral content piece capitalizing on Mother's Day. Our viral story is strong and simple. We developed a 2 Minute documentary about "Adham", a 20 something year old A Class Egyptian Male, who's not answering His Mom. "Adham" appears to be cold and defiant towards his mom and is seemingly an ungrateful guy throughout the film with a few documentary interviews with Adham's friends and family speaking very well of Adham's relationship with his mother. At the very end we reveal that "Adham" has customized a ring-back tone karaoke song to his mother on Mother's Day and she is just calling to listen to it again and again. The film was released on social media the morning of mother's day and instantly became a joke to be shared for the occasion. Mother's and sons/daughters alike started circulating the film as a personal statement for the occasion.