2017 Winners & Shortlists

CUT IT SHORT

BrandSAMSUNG
Product/ServiceE-COMMERCE WEBSITE
EntrantLEO BURNETT JORDAN Amman, JORDAN
CategorySocial Video
Idea Creation LEO BURNETT JORDAN Amman, JORDAN
Media Placement VIVAKI Beirut, LEBANON
Production FLUID PRODUCTIONS Amman, JORDAN

The Campaign

Three elements in this movie create cultural relevance: First nothing is ever convenient when living in Jordan: whether it’s the transportation, the payment or the retailers, etc. everything is very archaic and having to buy something always feels like a never ending quest. Second, Jordanian men are very proud and often prefer to find the most absurd excuses rather than admitting they failed at a task. They love to put the blame on the universe rather than on themselves. And Third, men tend to avoid spending their money on kitchen appliances and would invent any reason to get away with it.

Creative Execution

The film starts with a typical scene of a wife questioning her husband on a task he was supposed to do. The husband then starts telling his wife a never ending story of the most absurd obstacles he encountered during the day that prevented him to buy the microwave she’s been so desperately waiting for: from his sister’s kids he had to pick up from school, to the tow truck he had to bribe to take back his car, to the donkey that blocked his way, the husband goes on and on to justify him coming back home without a microwave. Finally, the irritated wife asks her husband to cut it short! And the movie ends with a panel inviting people to cut it short with the new Samsung e-commence website and do all their shopping online.

We launched the campaign on YouTube, the video was watched 952,868 times. On Facebook, the video received 274,559 views with 6.8% clicks and generated $20,000 in sales from scratch.

74% of Jordanians are glued to their online platforms. Our strategy was to keep them online by showing them the hassle and struggle of doing things offline. Hence reinforcing their online behaviour, rather than changing it, and using it to our advantage. Therefore transforming the ecommerce concept from the early market to the mainstream market by exaggerating the struggles of the local shopping experience.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Malek Ghorayeb Leo Burnett Executive Creative Director
Sary Najjar Leo Burnett Creative Director
Aram Taminian Leo Burnett Associate Creative Director
Ayyoub Tams Leo Burnett Arabic Copywriter
Joelle Jammal Leo Burnett Managing Director
Samar Majali Leo Burnett Social Media Manager
Siba Zada Leo Burnett Community Manager
Links
Video URL   |   Video URL