|Entrant||AA FILMS Karachi, PAKISTAN|
|Type of Entry||Craft |
J. WALTER THOMPSON Karachi, PAKISTAN
AA FILMS Karachi, PAKISTAN
UNILEVER PAKISTAN Karachi, PAKISTAN
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.
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
Youtube Reach 475,000
Another FB Page Reach 300k
Another youtube channel reach 300k
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.
|Syed Yawar Iqbal
||Executive Creative Director
||Emmad Rehman Music
|Anwar Al Amin
||Assistant Agency Producer
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