Brand | ATLANTIC INDUSTRIES |
Product/Service | CSD |
Entrant | THE ACADEMY Giza, EGYPT |
Category | Direction |
Entrant Company
|
THE ACADEMY Giza, EGYPT
|
Advertising Agency
|
THE ACADEMY Giza, EGYPT
|
Media Agency
|
UM7 Cairo, EGYPT
|
Production Company
|
TNP (TAREK NOUR PRODUCTIONS) Cairo, EGYPT
|
Production Company 2
|
DREAMBOX FILMS Beirut, LEBANON
|
The Campaign
The film starts by showing wide fast cut shots of different terrains, and then our hero is showcased in multiple locations and on different terrains in search of something. Then we start introducing his partner on this long journey, next we see our hero getting frustrated as he keeps looking for the secret of Schweppes, asking one person to another, moving from one location to another and sometimes the situation gets really tensed in a crescendo of events. They kept looking in jungles, on mountains, under the sea and even in extreme cold weathers. They never stopped day or night, they kept searching for more than 78 days across the globe however, it becomes clear towards the end that the secret will never be revealed no matter how far they go. At that point we reveal the product with its range and signed off the film with a handcrafted typography that reads “the secret still remains” to stress and emphasis on the notion that secret of Schweppes never got or never will be revealed.
Creative Execution
The direction was inspired to be a continuation of the first journey, where this time it wouldn't be much of a single story but more of vignettes to give the audience a feeling that our heroes truly traveled the world in an epic adventure. They direction had to showcase many locations & open spaces to glamorize the epic journey our hero’s are embarking upon, from deep scary jungles to wide snowy cold locations. In addition this time we wanted to feature new faces to the journey of Schweppes such as our hero’s assistant to create more entertaining dialogues between them. This notion was also backed up by carefully street casting the models (most of them are real people and never appeared in TVCs before). We ditched the fixed camera and started moving to add to the reality of the journey and last but not least the use of natural sources of lighting to amplify reality and gave the audience the feeling that they were right there with our heroes on their journey.
Credits
Ali Ali |
|
Director |
Piere mouarkesh |
|
Director Of Photography |
Ahmed Tarek |
The Academy |
Group Managing Director |
Shahira Akel |
The Academy |
General Manager |
Sherif Mounir |
The Academy |
Creative Director |
Mohamed Abdel Hamid |
The Academy |
Associate Creative Director |
Tamer Tawfik |
The Academy |
Copywriter |
Lionel Soria |
|
Art Director |
Ahmed El-Nakeeb |
The Academy |
Group Account Director |
Mohab Khaled |
The Academy |
Senior Account Executive |
Marwan Nicolas |
Dream Box Films |
Producer |
Hosny Ali |
The Garage |
Sound Engineer |
Karim Mira |
LZRD |
colorist |
Amr Rabie |
LZRD |
Editor |