2019 Winners & Shortlists

ROAMOPHOBIA

Short List
BrandETISALAT
Product/ServiceROAMING
EntrantIMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
CategoryProduction Design / Art Direction
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 production design/art direction.

The massive airport was elaborately constructed inside and around an old government building in Prague. The entire set was propped up from scratch to look like an airport in the 40s. The detailing was so perfect, right from the types of clocks, the counter, the shoe-shine guy, the flight chart to the briefcases themselves. The façade of the airport, was a mix of the original one on the building as well as other real façades across the city, re-constructed with the help of some amazing CGI. The lab was constructed. The apparatus’, shelves and props used were chosen based on how dated they looked. The entire lab had a dingy feel, unlike today’s shiny labs. Our experts paid attention to every single detail in wardrobe and accessories to make it look like the 40s. Right from the hair style to the watches and the outfits, all was unbelievably accurate.

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
Links
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