TRUE LOVE NEVER GOES BLIND
Brand | ALFA TELECOMMUNICATION |
Product/Service | ALFA CSR & ESIGHT |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Corporate Image & Sponsorship |
Idea Creation
|
LEO BURNETT BEIRUT, LEBANON
|
Media Placement
|
LEO BURNETT BEIRUT, LEBANON
|
Media Placement 2
|
STARCOM Beirut, LEBANON
|
PR
|
LEO BURNETT BEIRUT, LEBANON
|
PR 2
|
MSL BEIRUT, LEBANON
|
Production
|
FRAME NATION FILMS Beirut, LEBANON
|
Production 2
|
HEDGEHOG Beirut, LEBANON
|
Write a short summary of what happens in the film.
On Valentine’s Day, Alfa Telecom set out to shift people’s negative perception of the brand
proving that there is no connection that cannot be restored thus bridging the gap between Alfa and the people.
Using technology that caters to people’s health, we sought to help Saria; a married mother of 2 who was struck with advanced glaucoma 5 years through her marriage and was left legally blind.
Our content documents Saria and her husband sharing their story and the special moment when Sariya saw the love of her life for the first time after 5 years thanks to the eSight technology brought by Alfa.
Cultural/Context information for the jury.
The Lebanese public is frustrated and feel disconnected from the government due to the absence of basic technology, infrastructure and health care catering to people’s needs and disabilities.
Furthermore, Lebanese telco rates are some of the most expensive across the region and the world, providing the government, who owns the nations 2 Telcos, with the second highest source of revenue after taxation, hence people’s outright animosity towards them.
This unfortunate reality where we are continuously exposed to problems caused by the system, paired with people’s negative perception of government affiliated corporations like alfa, creates a wide disconnect between all of them and the people.
This gap leaves the people hopeless and yearning for any good/hopeful news to brighten their state and possibly reconnect them to their telecom operator.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Executive Creative Director |
Nada Abi Saleh |
Leo Burnett Beirut |
Managing Director |
Jo Chemaly |
MSL Beirut |
Managing Director |
Moe Minkara |
Leo Burnett Beirut |
Executive Creative Director |
May Chaker |
Leo Burnett Beirut |
Communication Supervisor |
Christopher Nehme |
Leo Burnett Beirut |
Communication Manager |
Noura Assaf |
Leo Burnett Beirut |
Senior Art Director |
Nour Abou Jaoudeh |
Leo Burnett Beirut |
Art Director |
Wassim Olabi |
Leo Burnett Beirut |
Senior Art Director |
Grace Kassab |
Leo Burnett Beirut |
Senior Arabic Copywriter |
Mariam Basma |
Leo Burnett Beirut |
Junior English Copywriter |
Nadia Deghayli |
Leo Burnett Beirut |
Senior Art Director |
Lara Saleh |
MSL Beirut |
Senior Communication Executive |
Cedric Barsoumian |
STARCOM ME |
Media Director |
Vanessa Moussan |
STARCOM ME |
Media Manager |
Josephine Assaf |
STARCOM ME |
Senior Media Executive |
Zeina Kettaneh |
STARCOM ME |
Senior Media Executive |
Links
Video URL