2019 Winners & Shortlists

Write a short summary of what happens in the film.

Etisalat was launching its new post-paid plan, Freedom, offering for the first time, post-paid that doesn't require a contract commitment. Accordingly, we decided to take the freedom story to a whole new level. The film, all intentionally shot across the UAE to create relevance, highlights the beauty that this freedom can give you as person, talking to the outgoing side of each of our audiences; whether with the adventurous side of locals, or the uninhibited side of expats that have chosen to come to another country to fulfill their dreams. While Telco ads in this market have always been tactical, communicating day-to-day offers that the consumer have gotten used to and doesn’t see anymore, we took inspiration from categories such as whiskey and perfume, to create a positioning campaign that shows you how to see the UAE and your life through “free eyes”.

Cultural/Context information for the jury

The world of Telco has been moving more and more into direct offers and tactical promotions, always trying to be more and more appealing to the consumer. We decided to shift the approach the other way around by creating an image campaign where the product is based on values they aspire to become part of.

Provide the full film script in English.

Change from what holds you back And let this change lead you to Freedom Because Freedom is when you race the wind When you have no commitments When you go back to simplicity It’s the feeling of power when you have a choice. Now the only question that remains… Why have I come all the way here just to make a call Because I can Etisalat presents Freedom, the all new postpaid Your choice…your rules.