IT BELONGS ONLINE DRAMA QUEEN
Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Script |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Media Agency
|
UM7 Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
The Campaign
Millennials share every part of their life on social media, and this excessive sharing leaves us with a few interesting stories, and an abundance of rather trivial and annoying content. While we can tolerate these things online, they would not be tolerated in real life. This insight is what triggered the idea that some things belong online, and Mobinil's new offers help keep them where they belong. Mobinil was often perceived as a brand that spoke to older generations, so when we were challenged to create ads catering to Millennials, we had to ensure that our ads we insightful and culturally relevant to our target group.
Creative Execution
Interior - Car
Text message: “Your data bundle is about to expire”
Girl 1: Omar turn off the A/C it’s cold.
Guy 1: What? No way!
Girl 2: No forget it! it’s too hot!
Guy 2: Mariam, are you seriously mad because of the A/C thing?
Girl 1: It’s not the A/C it’s the “forget it” that was said about the A/C! Forget anything Mariam wants! Forget Mariam! Forget her! who cares if she’s cold or sad?! If she’s okay after what happened yesterday… Turn it up! No no! Turn it up! Turn it up and drop me off at the side of the road!
VO: Drama belongs online! If you had called #2015# and subscribed to one of 5 new internet offers from mobinil, you would’ve done this. Period.
(Facebook post appears “The hardest kind of loneliness is to feel like a stranger within your closest friends #betrayal”)
Credits
Ahmed Hafez Youness |
FP7/CAI |
Executive Creative Director: |
Rami El Kerdani |
FP7/CAI |
Associate Creative Director |
Menna El Kiey |
FP7/CAI |
Senior Copywriter |
Moemen El Siwi |
FP7/CAI |
Art Director |
Rana khairy |
FP7/CAI |
Copywriter |
Mostafa Abdelmawla |
FP7/CAI |
Graphic Designer |
Fadila El Assiouty/Nour Abdel hamid |
FP7/CAI |
Copywriter |
Sondos Effat |
FP7/CAI |
Group Account Director |
Raghda El Maghrabi |
FP7/CAI |
Account Director |
Ramy Raafat |
FP7/CAI |
Senior Account Executive |
Heba Radwan |
FP7/CAI |
Head of Production |
Inas Nagy |
FP7/CAI |
Producer |
Ashraf Hosafy |
FP7/CAI |
Producer |
Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
Omar Hilal |
Light House |
Director |
Mohamed Diaa |
Light House |
Art Director |
Wael Alaa |
Light House |
Music |
Dina Nadeem |
Light House |
Stylist |
Ahmed Hafez |
Aroma |
Edit and Post Production |
Hosny Ali |
The Garage |
Sound Design Arrangement |