2017 Winners & Shortlists

YOGA RETREAT

Bronze Campaign
Client/BrandEMIRATES GROUP
Product/ServiceDNATA TRAVEL
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
1 of 2 Campaign
Type of EntryOnline Video
CategorySocial Video
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production GOOD PEOPLE Beirut, LEBANON

The Campaign

With every passing day, people are less on the move as more and more “realistic” technologies are rapidly growing in popularity. Cue VR. Touted as the next big thing, VR has made its way into millions of homes as it become evermore accessible, offering lifelike experiences to everyone. Some experts have went as far as speculating that VR will replace travel in the near future. Yet, the truth is simple. Nothing could ever beat the real feeling of actually being there. Let’s face it: it’s impossible not to look stupid while wearing a VR set! Our idea was to simply illustrate this stupidity of people “traveling” with VR.

Creative Execution

We selected famous destination activities to clearly illustrate our point in 5 films; surfing in Bali, A museum visit inLondon,Polka in Munich, Roland Garros in Paris and yoga in Phuket. Choosing the cast was a meticulous task. We had to identify the right middle-class people that best fit the quirkiness of the films, then switched them around often to find the best combination of wit, situational comedy and random craziness. The visual approach was middle-class suburbia, with an 80s flair filmed in government Greek apartments. From the frustrated father and husband attempting surfing on a small bed, flanked by a crib, to the polka dancer bouncing away in between his mother's trips to the microwave, it was all choreographed graphically to evoke that ridiculous aesthetic that highlights Dnata's Message "Travel for Real. It's Better" The videos were uploaded onto the Dnata Travel YouTube page and shared on their Facebook.

Pending.

Registering one of the world’s highest social media consumption rates, we looked no further. However, we still faced the challenge of appealing to our target. Our knowledge of social media coupled with an analysis of the most popular regional content clearly demonstrated that consumption was driven solely by their hunger to be entertainment. And entertainment we sought out to give them. After all, this is why they invested in VR gear! The challenge lied in hitting the nail on the head when it came to tonality as our audience has developed an extremely low tolerance for advertisements. Accordingly, the approach was to utilize quirkiness to get our message across in the most engaging manner possible. One that they can easily relate to and enjoy while getting our message across in a seamless manner.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Gabriel Gama TBWA\RAAD Art Director
Guilherme Grossi TBWA\RAAD Copywriter
Joe Lahham TBWA\RAAD Head of Client Services
Monisha Mirchandani TBWA/RAAD Account Director
Heba Younes TBWA/RAAD Account Executive
Rouba Asmar TBWA/RAAD Head of Production
Oswaldo Sa TBWA/RAAD Art Director
Ali Ali Good People Director
Ali Cheikhali TBWA/RAAD Strategic Planner
Michel Abou Zeid Good People Executive Producer
Pierre Mouarkech Good People DOP
Amr Rabee Good People Editor
Karim Mira Good People Grading
Lizard Cairo Good People Online
Hosny Ali Good People Sound Designer
Links
Social Media URL