2019 Winners & Shortlists

Write a short summary of what happens in the film.

To launch our new Roaming packs, we used the consumer’s insight on fear of roaming, and created the “Roamaphobia” condition, positioning it as a thing of the past. Accordingly, the film, looking like a scientific documentary about the fear of roaming, was filmed as if in the 1940s, showing how Etisalat’s new packs is changing the whole roaming experience and perception altogether.

Cultural/Context information for the jury

Consumers in the roaming category have gotten so used to avoiding roaming packs or even seeing offers, going automatically for tourist lines or using Wi-Fi when abroad. Accordingly, we needed a disruptive idea that would get their attention, and be able to start a discussion through a new platform. The film was accompanied with a number of social films, posts, digital banners, digital OOH, outdoor & inflight materials that worked all seamlessly together to deliver an integrated campaign across the UAE traveller’s consumer journey, from searching for a flight to the visa center all the way to flight itself.

Tell the jury about the casting process.

This is one of those copies that is highly dependable on having a great cast. Batch after batch we made sure our main cast fit their roles perfectly. We even had to fly them in from the UK and the US ( Our hero jet setter came from London while The mad scientist flew in from the US). Extras were also well selected to reflect each desired role and personality in this film. From features to extras that were hovering all the way in the back of the frame, all our cast needed to be natural looking and reflecting genuinely the spirit of the 40's and 50's in their DNA.