ETISALAT BRAND CAMPAIGN - TOGETHER MATTERS
Brand | ETISALAT |
Product/Service | ETISALAT BRAND |
Entrant | IMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES |
Category | Cinematography |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Idea Creation 2
|
IMPACT BBDO Abu Dhabi, UNITED ARAB EMIRATES
|
Production
|
DEJA VU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film.
As launching the brand film for Etisalat UAE, the biggest telecom in the region, we needed to show both the magnitude of our product, and at the same time, the emotional day-to-day connections, that we are part of as a brand.
The previous year, the brand was announced as the region’s most valuable brand. Accordingly, as the brand that is considered the national carrier of the UAE, we decided to show our purpose of bringing people of different backgrounds together across the country, that no matter how big we get, we still hold human connections in the center, because after all... together matters
Accordingly, we created a hyperlapse showing all the types of different connections that Etisalat is lucky to be a part of, connecting everyone inside the UAE, and those that are inside the UAE to the rest of the world.
Cultural/Context information for the jury
Considering all the divisive tensions around the world, starting from how people see mobiles as a separator in every relationship, to the political issues setting people apart, from Brexit to the Arab ban in the US. Etisalat as an influential Emirati Brand, Stepped in to clearly set its POV, by reflecting the UAE’s diverse nature, and showing that nothing should stand in the way of our togetherness.
Tell the jury anything relevant about the cinematography.
We had a vision from day 1 that this can't be another Vignette ad. We approached it differently altogether. This started by our selection of the director himself, who has gained his reputation through his content films on social media platforms.
we have deliberately chosen a mixture between traditional and modern in order to reflect the brand that we stand for, but also add a rich depth to this film. We have deliberately relied on hyperlapse inserts and transitions that were created through the use of a series of still photos. Patched together, these latter generated unique and beautiful effects.
Credits
Cesar Jachan |
Impact BBDO |
Executive Creative Director |
Jad El Chamaa |
Impact BBDO |
Art Director |
Zainul Barodawalla |
Impact BBDO |
Copywriter |
Khaled Amairy |
Impact BBDO |
Copywriter |
Ahmad Goweiny |
Impact BBDO |
Head Of Planning |
Mostafa Hashish |
Impact BBDO |
Senior Strategist |
Hanna El Amrawi |
Impact BBDO |
Account Manager |
Hisham El Gamal |
Impact BBDO |
Group Account Director |
Samer Khansa |
Impact BBDO |
Business Director |
Marianne Sargi |
Impact BBDO |
Agency Producer |
Dani Richa |
Impact BBDO |
Chief Executive Officer |
Foram Divraniya |
Impact BBDO |
Copywriter |
Links
Video URL