Brand | CONNECT |
Product/Service | CONNECT UNLIMITED |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Social Video |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Production
|
CITYFILMS PRODUCTION Beirut, LEBANON
|
Background.
In a market ruled consensually by 2 government-backed giants, an opportunity lied in providing people with a credible third option to ease their troubles of slow internet. The idea behind Connect's Big Families campaign was able to break through the duopoly of internet providers to build trust for the brand and a clear understanding of its products.
Describe the creative idea.
We created two films where introducing 2 families living in the rural areas of Lebanon: The Abou Khalaf's and the Al Mouwalled's. Shot raw and in a documentary style, both films show the families getting ready for a portrait picture: To our surprise we slowly discover they are a huge families with over 15 kids.
This is what happens when you don't have anything else to entertain yourself as a couple.
So get internet.
Describe the strategy.
Lebanese urbanites often joke about their rural cousins having larger families because they have little else to do but procreate. And the facts support that, since according to the National Center for Statistics, access to the internet is one of the major contributing factors to the growing gap between rural and urban birth rates in Lebanon. Women living in big cities average 2.1 children, while those living in more remote areas are double the national average.
Since Connect is the country’s leading wireless broadband provider, we wanted to bring this insight to life with a pinch of local humor and within an irreverent, documentary-like format. We’ve also played with the family names on each layout: “Al Mouwalled” (The Generator) and “Abou Khalaf” (Father Of All Successors), both hint at an inexhaustible capacity to have children.
Describe the execution.
Both films were posted online on Connect's social media channels on facebook and youtube.
List the results.
N/A
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Fouad Abdel Malak |
TBWA\RAAD |
Executive Creative Director |
Manuel Borde |
TBWA\RAAD |
Executive Creative Director |
Oswaldo Sa |
TBWA\RAAD |
Art Director ACD |
Leonardo Konjedic |
TBWA\RAAD |
Copywriter |
Pedro Velasquez |
TBWA\RAAD |
Art Director |
Randa Halal |
TBWA\RAAD |
Agency Producer |
Rouba Asmar |
TBWA\RAAD |
Head of Production |
Hazem Atieh / Ezzat Habra |
TBWA\RAAD |
Creative Services Managers |
Romy Abdelnour |
TBWA\RAAD |
Corporate Communications Director |
Jad Eid |
City Films |
Director |
Zaven Barsoumian |
City Films |
DOP |
Joyce Hadifé |
City Films |
Executive producer |
Bilal Hibri |
Lucid post |
Grading |
Margot Chedid |
City Films |
Editor |
Harry Hedeshian |
City Films |
Audio |
Picture House |
City Films |
Locations |
Fouad Abdel Malak |
TBWA\RAAD |
Photographer |
Links
Social Media URL