2015 Winners & Shortlists

AL DAHABI A TASTE THAT'S HARD TO DESCRIBE

BrandBASKIN ROBBINS
Product/ServicePRODUCT
EntrantBOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
CategoryFoods
Entrant Company BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
Advertising Agency AMBER COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Production Company BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

The launch TV commercial for a luxury “royal” ice cream sundae Al Dahabi “the golden sundae” as part of a broadcast and online campaign Al Dahabi "A taste that's hard to describe". The core idea was to use as a creative springboard the popularity of Poetry in the Arab world. Some of the top rated TV shows in the region are poetry competitions.(i.e. Millions Poet) For Al Dahabi we mined the tradition of Royal court poetry where poets would compete to spontaneously outdo each other with flowery descriptive verse to impress the ruler/sheikh/king. We took this tradition and subverted it by casting two currently hot hip young Saudi Online Comedians, Hisham Faqeeh (of “No woman no drive” fame with 13 Million you tube hits) and Mississippi Ibrahim. So they had to try to describe, ineptly the taste of Al Dahabi to support the product selling line of “a taste that’s hard to describe”.

Credits

Name Company Role
Omar Hilal Freelance Director/Writer
Sanjay Mathur Amber Communications Creative Director
Shane Martin Boomtown Productions Executive Producer
Joaquim Miquel Freelance Director Of Photography
Daniel Kilalea Boomtown Productions Producer
Alvaro Del Val Serena Middle East Editor
Sujit John Amber Communications Client Service Director
Nathalie Harb Freelance Art Director
Natascha Edelmann Galadari Ice Cream Co. Head Of Marketing
Abdulmonem Suliman Galadari Ice Cream Co. General Manager