|IMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
|Production Design / Art Direction
IMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
Idea Creation 2
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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.
|Executive Creative Director
|Jad El Chamaa
|Wassim El Ghaoui
|Head Of Planning
|Hisham El Gamal
|Group Account Director
|Ahmed El Rafie
|Chief Executive Officer