2019 Winners & Shortlists

TRUE LOVE NEVER GOES BLIND

BrandALFA TELECOMMUNICATION
Product/ServiceALFA CSR & ESIGHT
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryCorporate 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

Name Company Role
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
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