LA PIARA - IF YOUR SCALE COULD BE HONEST WITH YOU.
|Entrant||OPERATION UNICORN Ain El Rihane, LEBANON|
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.
||Associate Creative Director