2017 Winners & Shortlists

Brief Explanation

First an unbranded teaser was released of a man being catapulted from a skyscraper in the Dubai Marina to a net on top of another skyscraper in JBR. The guy misses the net and seems to be plummeting to his death, the video then shows the people in charge panicking as if something went wrong. This is where the unbranded video cut. This was shot in a style to make it look like real content so people would share it and talk about it. Once this went viral the branded reveal was released which said 'There's a better way to get around - and showed the car booking app Careem'. Then every person, news site,blog etc. who shared the original video revealed our ad to the world, all for free.