2019 Winners & Shortlists

IT´S GOOD TO BE HOME

BrandDU
Product/ServiceDU HOME
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
Production GOOD PEOPLE FILMS Cairo, EGYPT

Write a short summary of what happens in the film.

We are all governed by rules. Both written and unwritten rules. But at home, the shackles come off. Especially when you install du-Home’s package: giving you premium TV, high-speed internet and unlimited calls, making it the best possible place to be where no rules apply. No other place lets you be exactly who you are or do exactly what you want to do. With this film, we show how true comfort can only truly be enjoyed at home. Thereby capturing happiness, sadness, and all the other myriad of emotions that come only when you’re truly content. The main idea of the film is about hearing a voiceover reciting the rules of behavioral etiquette, while seeing the complete opposite across different cultures and races. After all in a society obsessed with so many rules, “it’s good to be where none apply. It's good to be home."

Tell the jury anything relevant about the direction.

We used different film formats and types of camera to fit each scene, even in camera movement combining some steady shots with hand-held and shaky traveling shots to keep with the random narrative of the story as much as possible, while being entertaining and maintaining the element of sweet surprise. We tried to replicate a 4x3 home video format, using random match-cuts and intimate camera work, limiting colour palette to ensure the designed sets focus around the main characters. All this to keep the audiences’ eyes on our protagonists. We trying not to over stylize the sets to reflect the various cultures as humanly as possible, showcasing throughout the richness/randomness of reality, giving a hint of a story to the background.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Executive Creative Director
Alok Mohan TBWA\RAAD Associate Creative Director
Gonzalo Palavecino TBWA\RAAD Art Director ACD
Rana Khairy TBWA\RAAD Senior Copywriter
Moemen El Siwi TBWA\RAAD Senior Art Director
Joelle Zgheib TBWA\RAAD Creative Director
Rijin Kunnath TBWA\RAAD Senior Designer
Rouba Asmar TBWA\RAAD Head of Production
Ali Cheikhali TBWA\RAAD Strategic Planner
Remie Abdo TBWA\RAAD Head of Strategy
Joe Laham TBWA\RAAD General Manager
Marc Anthony Haddad TBWA\RAAD Account Director
Ola Ibrahim TBWA\RAAD Senior Account Manager
Ruba Moadad TBWA\RAAD Senior Account Executive
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Aisha Ali Hearts & Science Senior Planning Director
Farah Radwan Hearts & Science Associate Planning Director
Marcela Espana Hearts & Science Planning Executive
Sabine Farah Good People Producer
Maged Nassar Good People Director
Pierre Mouarkech Good People DOP
Chantal El Haber Good People Producer
Lionel Soria Good People Art director
Michella Bteich Good People Stylist
Goldstein Good People Music composer
Belal Hibri Good People Colorist