2018 Winners & Shortlists

TOGETHER TAKEAWAY

BrandMAJID AL FUTTAIM
Product/ServiceCORPORATE CAMPAIGN
EntrantNOMADS Dubai, UNITED ARAB EMIRATES
CategoryBrand / Product Video
Idea Creation NOMADS Dubai, UNITED ARAB EMIRATES

The Campaign

A mini documentary about how two Arab teenagers surprise their working mother with a family dinner in the office. It's how Majid Al Futtaim, a leading operator of retail destinations in the Middle East, continues to inspire Arabs to never stop spending quality time together, no matter how much family dynamics are changing in this modern day and age.

Creative Execution

Online video shared on Majid Al Futtaim's Facebook and Instagram channels.

The video delivered 22,596,504 impressions and181,380 completed views, which was 24.7% above the industry benchmark for View Through Rate.

Majid Al Futtaim has been a leading operator of retail and entertainment destinations in the Middle East for over 20 years. In that period they have witnessed many changes among its audiences. Both men and women are now developing careers, both men and women are now taking up responsibilities in the household, people in general are living constantly busier lives. In these changing times, they've identified a role for the brand that goes further than just operating grocery stores and shopping malls. They set out to inspire Arabs to continue spending meaningful quality time together. This video does exactly that, by showing the story of a modern Arab family that, even in changing times, still finds ways to spend meaningful time together. The video was released online only to maximize its effect as a starter of conversations on the importance of together time.

Credits

Name Company Role
Richard Hol Nomads Executive Creative Director
Phil Ramage Nomads Associate Creative Director
Adam Fierman Nomads Associate Creative Director
Yafa Nassar Nomads Account Manager
Roel Boorsma Smarthouse Films Director
Daniƫlle Guirguis Smarthouse Films Executive Producer
Marc de Meijer Smarthouse Films Director of Photography
Links
Social Media URL