Brand | SAUDI TELECOM COMPANY |
Product/Service | 'TUBY' VIDEO APP FOR KIDS |
Entrant | J. WALTER THOMPSON Riyadh, SAUDI ARABIA |
Category | Use of Original Music |
Idea Creation
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Production
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DEJA VU Beirut, LEBANON
|
Write a short summary of what happens in the film.
The brief was to launch Tuby,an app that filters online content and only features child-friendly videos.Tuby protects children from inappropriate online content,such as‘viral challenges–something that has been gaining momentum in the last few years. And because parents are still mostly unaware of the danger and risk posed by those challenges, we needed to raise parents’awareness.
To hit the problem at its heart,this film features four kids actually carrying out and imitating a few of the most popular challenges that went viral on social media in recent years. It then ends with an alarming message that leaves parents with goosebumps and one question:Do you know what your children are exposed to online?
*We received written consent from the parents of each cast member before the stunts were performed.An ambulance was on set and on standby at all times. No one was harmed or injured during the process of shooting this commercial.
Tell the jury about the creation of the original music track.
How do you highlight the menace that challenge videos pose to young minds? This was an interesting problem to have. So, we decided to deal with it un-conventionally.
Out went the typical scary score with fright-night overtones when it came to the audio. We wanted the audience to feel uncomfortable, to feel the distress in the visuals they were seeing. So we worked with a sound frequency that is uncomfortable to human ears and synthesized it into a warning drone. This brought out the sense of danger while at the same time leaving the viewer in discomfort. Thus driving home the message that was being played out on screen.
The use of strategic sound design also helped. Prompting, what we hope, is an immediate reaction from the audience.
Credits
Chafic Haddad |
J.Walter Thompson |
Chief Creative Operations Officer |
Rayyan Aoun |
J.Walter Thompson |
Executive Creative Director |
Amr Wagih Mergawi |
J.Walter Thompson |
Creative Director |
Max Dipasupil |
J.Walter Thompson |
Art Director |
Abeer Alsalem |
J.Walter Thompson |
Copywriter |
Noor Wafa |
J.Walter Thompson |
Copywriter |
Jude Alsaati |
J.Walter Thompson |
Producer |
Manasvi Gosalia |
Deja Vu |
Executive Producer |
Shahir Zag |
Deja Vu |
Director |