2019 Winners & Shortlists

Why is this work relevant for Entertainment?

The Open Road is an edgy new travel series starring two Arab women bikers riding on their own across UAE, Lebanon and Jordan. Unhindered by the limitations of four wheels, the trailblazing stars of the show, Chantal from the UAE and Pamela from Lebanon, break social and cultural barriers with a life-changing journey that creates, tests and ultimately deepens friendships. In Season 1, the two women ride across areas of the UAE, Lebanon and Jordan that most viewers would not have known existed. We see them taking in jaw-dropping vistas, tasting authentic local cuisines, and taking part in death-defying experiences.

Background.

The objectives were to engage audiences across the region with a local production made by and for the region. To differentiate The Open Road from other reality TV entertainment shows by highlighting the new perspective on the region off the beaten track. Position FNG as thought leaders, champions experts in curated content to meet all entertainment needs of consumers in ME and lastly to promote FOX+ by leveraging The Open Road exclusive on Fox+ prior to any TV premiere.

Describe the creative idea.

The Open Road is a travel show like no other. The hosts, Pamela & Chantal, two action loving bikers, travel the open roads of the region on their trusty Harley Davidsons taking in the sights and taking us on a journey of discovery. During the road trips they meet with other bikers, those from the local areas they visit who know their roads like the backs of their hands. These bikers will take them to must-see places, such as lesser-known beauty-spots, to historical landmarks, to the best food joints in town – Pamela & Chantal will experience it all! Through Pamela & Chantal’s journeys you see the region from a new perspective. And through these bikers’ local knowledge, we get off the beaten track while learning more about the biker’s culture.The Open Road is an exciting, and honest account of two women and their bikes.

Describe the execution

We wanted to make this travel series as real as possible, so we filmed the road trip over six weeks, travelling to three countries with a minimal crew. We wanted to capture honest experiences - the ups and downs of travelling by bike, whilst still having a sense of fun and adventure. Pre-production was vital in a show like this, making sure the riders were safe, selecting the right routes, and allowing for us to follow the action was so important.

Describe the outcome

The first episode was aired on all 11 of Fox Networks Group's channel in MENA at the same time of 8pm on Saturday 13th October. The series was also aired on National Geographic AD, which is free to air. Social statistics- Total online Engagement = 203,500 Engagement per country 40% UAE , 40% KSA , 10% KUWAIT , 10% BAHRAIN