2018 Winners & Shortlists

Brief Explanation

The film is an audio narration of the song expressing the visual experiences of failed internet situations, portrayed through Abla Fahita, literally represented and placed in everyday locations and supported by different heroes showcasing the misery and frustrations of the internet’s unfairness. The chorus is sung by the heroes of each scene lining up and expressing their anger of how unfair the internet is, eating up their bundles over nothing. Across the copy, Fahita takes the role of a living-room lamp, seen inside the bathtub, among food in the fridge, coming out of a locker in the shower room, cleaning a bedroom window, and coming out of a gym poster. In each situation, we see scenario heroes in their frustrated moments, leading to the chorus that includes the cast of the previous situations singing along. As the film progresses, the heroes’ frustrations and desolation increases in their expressions and singing.

Execution

Rather than the average approach of a product-based campaign, this direction was unconventional. Telling multiple stories of real-negative internet experiences, created a bigger story. The overall mood created is a perfect contrast between dark frustrations, expressed in an upbeat motion. The stories convey the pain-points of the users in the situations, transforming their protest of the unfairness of the internet with heartfelt emotions that put humorous smiles on their faces. Using a cast that portrays similar attributes and reactions, created relevance, regardless of the extent of their own experiences. The sets built consumed users to feel at home, and using Abla Fahita to represent pain-points in the sarcastic, humorous and entertaining manner she stands for, created an emotionally joyful connection with them. The message of the unfairness of the internet was clearly established, creating an emotional riot towards it, causing our product to fall right in place as the solution.