2016 Winners & Shortlists

The Campaign

People today- empowered by constant mobile connectivity- are living life faster than ever. "Sharing" every detail as it unfolds with the entire world. If we ever knew what “fast-paced life” was before, now it’s even much “faster”. And it’s certainly not slowing down. This is a film that tries to capture this speed. This “zeitgeist”. Set in Qatar and anchored with a recurrent visual of a vintage metronome(s), the film is an exercise in speed. It starts by simply stating that “FAST IS NOW SLOW”, portraying some pre-technology now obsolete symbols of speed. A cheetah, a Porsche, ping pong! It then quickly sets the argument, “BECAUSE FASTER IS THE NEW FAST”. The film here starts integrating online imagery to define the “new fast”. Instant gaming, remote connectivity, streaming. In quick succession, we start telling modern on/offline human stories as they unfold in fast succession. A football fan becoming an Instagram celebrity. An Arab musician heard all over the world while he’s still in a studio. A girl’s most cherished moments as witnessed by her social media apps. We finally close on a crescendo while delivering our message. Fastest internet connectivity for the fastest- and fullest- life on the go possible.

Creative Execution

"FASTER IS THE NEW FAST"... This is our story. Empowered by constant mobile-connectivity, today's pace of life is much faster than it ever was. And there's nothing stopping that. In fact, it keeps getting even faster. This is exactly how the edit to this film is structured. Set to an unchanging vintage red metronome from start to finish (120 BPM/ audio and visual), the film first starts fast and gets even faster. Capturing the concept of the film in it's cutting style. At the beginning it's 1 shot to every two clicks. "FAST IS NOW SLOW", integrating obsolete symbols of speed. Then it's 1 shot to every click. 2 times faster. "FASTER IS THE NEW FAST". Here we start integrating online and offline images equally. Creating fast yet coherent on/offline stories as we go along. We then come to a complete pause. Breaking the tempo we built only for a few seconds to hear out the message loud and clear. Internet connectivity faster than ever. The film returns with an even faster finale. Cutting two shots to every click. 4 times faster than it's starting point. Delivering strongly on the concept of the film and the spirit of our time.