2019 Winners & Shortlists

LA PIARA - IF YOUR DRESS COULD CONFESS.

BrandMOUSALLEM BROS.
Product/ServiceLA PIARA
EntrantOPERATION UNICORN Ain El Rihane, LEBANON
CategoryFood
Idea Creation OPERATION UNICORN Ain El Rihane, LEBANON

Write a short summary of what happens in the film.

A Bikini, a dress, and a scale are confessing their feelings to their owners. It’s a very intense and sad moment in these items' worlds – this is heightened by the subtle visual effects happening on screen and the prominent dramatic music and sound design. The Bikini falls to pieces at the end, the dress is lonely, and the scale is broken-hearted. All three ask their owners to stay true to their promise of shedding those extra pounds so that they could have a better relationship. They do so by suggesting to the owner to try La Piara’s 1% fat turkey breast.

Cultural/Context information for the jury.

A lot of healthy and all-family food products tend to always communicate their benefits by featuring the typical Lebanese modern happy family, consuming the product while having conversations about its benefits. But truth be told, Lebanese people love to dress up and look their best, especially Lebanese women. They care dearly about their families and loved ones, but they do attach a lot of importance to their looks as well. So instead of taking the “Your family will love it” path, we took the path less traveled by, which made all the difference: “You will love it and will shed that extra weight, and your family will appreciate it too!”. The "your family will love it too" is added by the VO at the end, each in a different message.

Credits

Name Company Role
Nathalie Masri Operation Unicorn Creative Director
Nadyn Chalhoub Operation Unicorn Associate Creative Director
Samir Syriani Free Lancer Director
Wissam Matar Operation Unicorn Managing Director