2019 Winners & Shortlists

THE ABOU KHALAF'S

Short List
BrandCONNECT
Product/ServiceCONNECT UNLIMITED
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategorySocial 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

Name Company Role
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