Brand | DU |
Product/Service | TELECOMMUNICATIONS |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Original Music |
Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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Advertising Agency
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Production Company
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BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
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The Campaign
With 84% of its population being expatriates, the UAE is a melting pot of different cultures. Whether it’s at work or at home, lunch or dinner, weekends or holidays, summer or winter, Filipinos are always seen grouped together. This “wolf-pack” mentality is linked to the “tropa” (Tagalog for “troop”) culture, which makes Filipinos stick together not only because it gives them a sense of being close to home but also because a tropa will always be your closest friends for life.
Using the above insight, a film launched du’s Filipino Bundle, a plan that is tailored to help Filipinos stay in touch with friends and family through unlimited chat, free calls and fee SMS.
A product of predominately Filipino talents, the film featured culturally relevant comedy set in one of the community’s most popular hang-outs, the Satwa basketball court. Twisted Martinez, a popular 90s Filipino rapper who now lives in the UAE, was cast as the hero.
The film was energized by a soundtrack especially composed by Twisted Martinez and Mike Fillon, singer of Dubai-based rock group Sandwash. The song was produced by popular Dubai-based beatmaker Lucky Schild. The song put a comedic yet positive spin on how being part of a Tropa means always sticking together.
Creative Execution
The film was energized by a soundtrack especially composed by Twisted Martinez and Mike Fillon, singer of Dubai-based rock group Sandwash. The song was produced by popular Dubai-based beatmaker Lucky Schild. The song put a comedic yet positive spin on how being part of a Tropa means always sticking together.
Popular demand led to the soundtrack being released online as a free download, along with a music video.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director |
Michael Fillon |
Leo Burnett Dubai |
Creative Director |
Vusumuzi Khoza |
Leo Burnett Dubai |
Copywriter |
Ritabrata Saha |
Leo Burnett Dubai |
Copywriter |
Bruno Bomediano |
Leo Burnett Dubai |
Head of Art |
Shinil Damodar |
Leo Burnett Dubai |
Art Director |
Nabil Mufarrij |
Leo Burnett Dubai |
Regional Account Director |
Saad Yusuf |
Leo Burnett Dubai |
Group Account Director |
Amir Zeitouni |
Leo Burnett Dubai |
Account Manager |
Mahmoud Jaber |
Leo Burnett Dubai |
Account Executive |
Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
Nathalie El Boustany |
Leo Burnett Dubai |
TV Producer |
Saad Yusuf |
Leo Burnett Dubai |
Planner |
Amir Zeitouni |
Leo Burnett Dubai |
Planner |