2019 Winners & Shortlists

ROAMOPHOBIA

BrandETISALAT
Product/ServiceROAMING
EntrantIMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
CategoryCasting
Idea Creation IMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production CITY FILMS Beirut, LEBANON

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.

Credits

Name Company Role
Cesar Jachan Impact BBDO Executive Creative Director
Akram Dohjoka Impact BBDO Creative Director
Jad El Chamaa Impact BBDO Art Director
Wassim El Ghaoui Impact BBDO Art Director
Khaled Amairy Impact BBDO Copywriter
Ahmad Goweiny Impact BBDO Head Of Planning
Samer Khansa Impact BBDO Business Director
Hisham El Gamal Impact BBDO Group Account Director
Ahmed El Rafie Impact BBDO Account Manager
Marianne Sargi Impact BBDO Agency Producer
Mostafa Hashish Impact BBDO Senior Strategist
Dani Richa Impact BBDO Chief Executive Officer
Foram Divraniya Impact BBDO Copywriter
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