Write a short summary of what happens in the film.
To bring our idea to life, our executions needed to portray drama in its most exaggerated form. We recalled the hyperbolic emotion and stupendous over-acting of the 1980s Spanish telenovas or “soap operas,” so we hinged our campaign on replicating these retro Spanish soaps entirely.
Each execution played out as a single episode based on seemingly ordinary situations but shot in the dramatic style that mirrored the master scenes of the Spanish soap opera genre. Our cast remained the same throughout each episode, acting as typical soap family characters; the drama queen wife, the reactive husband, the bossy mother-in-law, the teenage daughter and eight-year-old son.
Similar to the soaps, our situations were always triggered by one event that resulted in an extreme dramatic outburst. Yet that event could have been completely avoided if our products were in the home; the simple solutions that could have avoided the drama.
Cultural/Context information for the jury
The Spanish soap operas of the 1980s were much-loved by Arab families who would sit together around the television, gripped by every episode, feeling empathy and recognition with the dramas that unfolded every week.
They soaps were always dubbed in classical Arabic as even though the language was no longer spoken, it added to the theatrical entertainment and allowed the dialog to be understood and enjoyed across the Arab world.
This deeply nostalgic aspect of the Spanish soap operas helped bring our idea to life right away and achieve the overall look and feel we were aiming for.
Tell the jury anything relevant about the direction.
With direction, the goal was to remain committed to the authenticity of the genre and include all the retro elements that re-created the look and feel our audience were familiar with.
The structure of the film triggered the build-up of drama by creating a master scene in every episode. Over-exaggerated acting, camera movements that replicated how the soaps were filmed with their famous crash zooms and whip pan actions, different camera angels that captured the same reaction and frames that spoon-fed emotions directly to the audience were all taken into account. The art direction established the soap opera-style from the very first frame along with wardrobe, hair and make-up that immediately conjured up typical 80s soap opera characters for our audience.
Credits
Name
Company
Role
Juggi Ramakrishnan
Memac Ogilvy Dubai
Chief Creative Officer
Youssef Gadallah
Memac Ogilvy Dubai
Group Creative Director
Juliana Paracencio
Memac Ogilvy Dubai
Creative Director
Moemen El Siwi
Memac Ogilvy Dubai
Senior Art Director
Rana Khairy
Memac Ogilvy Dubai
Senior Copywriter
Stella Parkes
Memac Ogilvy Dubai
Senior Copywriter
Maya ElKai
Memac Ogilvy Dubai
Copywriter
Troels Popp
Memac Ogilvy Dubai
Associate Creative Director
Majken Gram
Memac Ogilvy Dubai
Associate Creative Director
Tarek Shawki
Memac Ogilvy Dubai
Business Director
Ami Popat
Memac Ogilvy Dubai
Senior Account Manager
Maged El Wakeel
Memac Ogilvy
Senior Account Executive
Luke Morris
Memac Ogilvy Dubai
Head of Production
Omar Hilal
Freelance
Director
Begad Omran
Freelance
Executive Producer
Ahmed Azmi
Freelance
Executive Producer
Aly Seifelnasr
Freelance
Producer
Nada Faid
Freelance
Producer
Farah Serry and Shahd Allam
Freelance
Assistant Producer
Kim Miquel
Freelance
Director Of Photography
Ahmed Hafez
Freelance
Editor
Mohamed Diaa and Mayar Mohsen
Freelance
Art Directors
Mohamed Osama
Freelance
Photographer
Dina Nadeem
Freelance
Wardrobe Stylist
Aroma
Aroma
Post Production
Sary Hany
Freelance
Music
Carla Klumpenaar
IKEA UAE
IKEA Regional General Manager Marketing, Communication and Interior Design