2017 Winners & Shortlists

BOND OF SWEETNESS

Client/BrandUNILEVER
Product/ServiceDAIRY PRODUCT
EntrantAA FILMS Karachi, PAKISTAN
Type of EntryCraft
CategoryStorytelling
Idea Creation J. WALTER THOMPSON Karachi, PAKISTAN
Production AA FILMS Karachi, PAKISTAN
Additional Company UNILEVER PAKISTAN Karachi, PAKISTAN

The Campaign

The Story is about a middle class family that revolves around two main characters: mother and her daughter. Mother inharrently makes many sacrifices for her daughter. Ramadan is her busiest time of the year. From waking up early preparing fast making sure her kids get up for school and so on. She has no respite till the day finally comes when her responsibilities are shared by the one person she loves and trusts dearly. Film takes dramatic twist the day when little daughter surprise every one. The formate of our storytelling is a mix of narrative and dialogues. Our mother triggers the story in a way as she is telling the story to the audience and taking them to her world. The idea of what really needs to be valued more between mother and child relationship.

Creative Execution

Its an honest, soulful, heart touching and emotive film. Film push forth the idea of what really needs to be valued more between mother and child relationship. The Characters push across the story through the emotions of caring and happiness. Story is about a middle class family and revolves around our two main characters: mother and the her daughter. The formate of the storytelling is a mix of narrative and dialogues. Mother triggers the story in a way as she is telling the story to the audience and taking them to her world. Film takes dramatic twist the day when little daughter surprise every one in the family. The mood of the film is slow and move the plot towards the climax like any other decent award wining digital film. Set ups and contrast deliberately suggest warm highlighted look & feel that we seek for this film.

Apart from media hype, the campaign hit the nail on the head as far as cementing our positioning was concerned. We managed to display the complexity and innocence of mother-daughter relationships in a unique yet relatable and heartwarming way. Total 8 Million Reach/Views. Facebook Reach 6.6 Million https://www.facebook.com/RafhanDesserts/videos/1026233840757625/ Youtube Reach 475,000 https://youtu.be/j8DD8CJMuEo Another FB Page Reach 300k https://www.facebook.com/AllPakistanDramaPageOfficial/videos/1073338526080670/ Another youtube channel reach 300k https://youtu.be/bUpKY9t4qG0 REVIEW: https://www.parhlo.com/this-is-the-sweetest-ad-weve-seen-this-ramadan/ 5 Reasons To Love Rafhan’s Heartwarming Ramadan Ad http://www.brandsynario.com/?p=77001 via @brandsynario

This instinct of sacrifice was given Ramadan relevance by scripting an emotional story around the central characters of a self-sacrificing mother and her young, eager daughter during the month of Ramadan. As the daughter shows compassion and maturity towards the sacrifices her mother makes, we showed how Ramadan is a time to strengthen this special relationship – A bond of sweetness. While ‘Ramadan sprit’ is more personal, inwards and revolves around one family, The concept of sharing & caring covers a bigger base as it dwells within the horizon of families. It’s an honest approach that tells the audience that sharing responsibility with your love one can create a far reaching effects in the relationship that we all need badly. Apart from showing brand traditional positioning mother and daughter friendship togetherness and a bond of sweetness It helps brand to stands out as a warm, caring and very human brand.

Credits

Name Company Position
Syed Yawar Iqbal JWT Pakistan Executive Creative Director
Ali Gondal Jwt Pakistan Agency Producer
Ahsen Saeed JWT Pakistan Account Director
Emmad Rehman Emmad Rehman Music Composer
Waqas Hussain Yellow beans Editor
Anwar Al Amin AA Filmz Director
Mehr Hamid JWT Pakistan Creative Director
Suilman Razzak Cameraman DOP
Fareed Zafar JWT Assistant Agency Producer
Saquib Chawla AA FILMZ Producer
Links
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