Brand | DU |
Product/Service | 30X30 FITNESS CHALLENGE |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Use of Original Music |
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.
The song was scripted, directed and acted to mimic a hip-hop track. Drawing inspiration from 50-Cent’s In da Club, the rapper, Chyno, ran on a treadmill. But as the video progressed, the everyday excuses we use to not train got in the way of his routine. Comedic examples, you’re your grandmother offering you cake, your girlfriend visiting you or food, tried to stop the rapper from continuing his fitness regime. The lyrics explain how he overcomes these challenges.
Cultural/Context information for the jury
The UAE has some of the world’s worst future-health-risks stats. Obesity, for example, is double that compared to the global average. Dubai Fitness Challenge was born to raise awareness about general attitude to health. Predominantly a sedentary place – due to heat and car dependence – the activity and fitness of the country is low. Our strategy was based on the fact that people will find any excuse to not stay fit or do exercise. The strategy also found the most common reasons why people are deterred from keeping fit.
Tell the jury about the creation of the original music track.
The song was scripted, directed and acted to mimic a hip-hop track. Drawing inspiration from 50-Cent’s In da Club, the rapper, Chyno, ran on a treadmill. But as the video progressed, the everyday excuses we use to not train got in the way of his routine. Comedic examples, you’re your grandmother offering you cake, your girlfriend visiting you or food, tried to stop the rapper from continuing his fitness regime. The lyrics explain how he overcomes these challenges.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Fouad Abdel Malak |
TBWA\RAAD |
Executive Creative Director |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Simon Raffaghello |
TBWA\RAAD |
Copywriter |
Claudio Campisto |
TBWA\RAAD |
Head of Art |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Joe Lahham |
TBWA\RAAD |
General Manager |
MarcAnthony Haddad |
TBWA\RAAD |
Senior Account Director |
Ola Ibrahim |
TBWA\RAAD |
Senior Account Manager |
Ruba Moadad |
TBWA\RAAD |
Senior Account Executive |
Remie Abdo |
TBWA\RAAD |
Head of Planning |
Ali Cheikhali |
TBWA\RAAD |
Strategic Planner |
Hazem Atieh/Ezzat Habra |
TBWA\RAAD |
Creative Services Managers |
Samir Syriani |
Good People |
Director |
Sabine Farah |
Good People |
Producer |
Maria G Succar |
Good People |
Producer |
Yves Sehnaoui |
Good People |
Director of Photography |
Chantal El Haber |
Good People |
Producer |
Issa Kandil |
Good People |
Art Director |
Michella Bteich |
Good People |
Stylist |
Rita Gergess |
Good People |
Casting Director |
Chady Asfour |
Good People |
Assistant Director |
Mounir Haydamous |
Good People |
Editor |
Sary Hany |
Good People |
Music composer |
Samir Syriani & Chyno |
Good People |
Songwriter |
Belal Hibri |
Good People |
Colorist |
Lucid |
Lucid |
Post Production: |
Romy Abdelnour |
TBWA\RAAD |
Corporate Communications Director |
Links
Video URL