2018 Winners & Shortlists

THE FLIPPIN' VIDEO

Client/BrandDUBAI FILM & TV COMMISSION
Product/ServiceVIDXB
EntrantHUG Dubai , UNITED ARAB EMIRATES
Type of EntryUse of Direct
CategoryUse of Ambient Media: Small Scale
Idea Creation HUG Dubai, UNITED ARAB EMIRATES
Media Placement HUG Dubai, UNITED ARAB EMIRATES

The Campaign

Research showed that our demographic spent an incredible 8 hours a day glued to their phone, and that the MENA region was 2nd in the world in terms of total time spent watching Youtube videos. We knew that our message was up against thousands of others they consume daily. Cut-through was key. So we created The Flippin' Video. A different way to watch videos. We took already famous videos and turned them into something physical. Poster flip-books made people think about VIDXB differently and walk away knowing that VIDXB was different to any other video event. We flipped video on its head.

Creative Execution

Our aim was to alter people's perception of VIDXB. Knowing that first impressions last, 3 specially designed flip-book posters were strategically placed at the entrance of VIDXB so that they were the first thing consumers would see upon arrival. Our posters were intentionally made to be physically interactive so as to cut through and have standout in what was a very digital world. The posters ran over the course of the 2 day event and were refreshed each day with new content videos so as to continue to surprise the consumers.

Results

With the help of our consumer facing posters, #VIDXB was the number 1 trending hashtag in the UAE. This was a week where Sole DXB, Dubai International Film Festival and Elton John were in town. Many people engaged with our posters and were intrigued with the idea of watching Youtube videos via flip-books. It even got young people off their phones, if only for them to eventually capture it and post to social media.

We turned what was a traditional poster space into a consumer engaging video player. Consumer participation was key; in order for people to watch a video from our poster they had to flick through a flip-book. This flipped the way our demographic consumed videos and thus was an innovative way to change the people's perception of VIDXB.

Our target audience were teens and young adults. They live in a very digital world, constantly surrounded by social media they're either watching or creating. To engage them we needed to disrupt them. Our plan was to disrupt them by flipping the way they consumed information. We decided to target them by taking our message offline. By taking the very traditional poster and reinventing it, we could create standout in what is a very digital world. We decided to change their perception of video by turning a video player into a physical interaction.

Credits

Name Company Position
Simon Reid Hug Executive Creative Director
Karim Yusuf Hug Creative Director
Michael Widgery Hug Creative Group Head
Alia El Shabrawy Hug Senior Copywriter
Liam Ketley Hug Copywriter
Moataz Safar Hug Art Director
Andrew Dous Hug Animator
Faraz Qaiser Hug DOP/Editor
Dalia Shendy Hug Senior Account Executive
Sasha Gogosh Hug Producer
Rana Osman DFTC Marketing Director
Omar Butti DFTC Executive Director of Innovation Programs