2019 Winners & Shortlists

THE UNOFFICIAL ANTHEM

BrandTUNISIE TELECOM
Product/ServiceBRAND COMMUNICATION
EntrantJ. WALTER THOMPSON TUNIS, TUNISIA
CategoryUse of Music or Sound Design
Idea Creation J. WALTER THOMPSON TUNIS, TUNISIA
Media Placement MINDSHARE Tunis, TUNISIA
PR J. WALTER THOMPSON TUNIS, TUNISIA
Production PROPAGANDA Tunis, TUNISIA
Production 2 WHITE BENCH STUDIO Tunis, TUNISIA
Production 3 CREDO PRODUCTIONS Moscow, RUSSIA

Write a short summary of what happens in the radio advert.

The audio is a musical anthem, crafted for the fans of the Tunisian football team for the qualifications of Russia 2018. Our aim was to engage sport supporters by bringing Russia to them. So we crafted a song as a celebration trophee for the qualification. Everything from the cast, tune and the lyrics were thought in detail to resonate with fans. The song was a journey in itself: starting with the strong beat of the original Kalinka and slavic-like pronounciation, and turning local with instruments such as the Tabla & Bendir drums take over as the lyrics turn into dialect.

Cultural/Context information for the jury.

After world cup qualifications, Tunisie Telecom created a music video where Russian characters celebrate the arrival of the Tunisian fans to Moscow. We have crossed many typical Tunisian references with Russian décor to symbolise the crossing of both cultures: - Balgha: Traditional Tunisian shoes - Bsissa & Bnedak: Tunisian cereal and meat - Sidi Mehrez & Om Zine: patron saints of the city of Tunis that have dedicated shrines for prayers - Binzart & Tataouine: Tunisian cities - Salad and Tajine: Russian salad is a known steamed vegetables dish in Tunisia usually served with a traditional Tajine dish - Bendir: Tunisian drum

Provide the full radio advert script in English.

?? ????? ????? ??? ????? ??? ????? // Oh Russia here they come, Here they come, Here they come ?????? ????? ??????? ??? ????? ??? ????? // Tunisians are now famous, Here they come, Here they come ???? ???? ?? ??????? ??? ????? ??? ????? // With Balgha (traditional shoes) on their feet, Here they come, Here they come ????? ? ????? ?????? ??? ????? ??? ????? // Bringing stocks of Bsissa (traditional food) & Bnedak (tunisian meat), Here they come, Here they come ????? ????? ??????? ?????? ??? ?????? // Burning incense in Moscow streets, oh so fragrant, oh so fragrant ???? ???? ???? ? ?? ????? ???? ????? ???? ????? ? // Who are Sidi Mehrez and Omm Ezzine who are coming, who are coming ?? ????? ????? ??? ????? ??? ????? // Oh Russia here they come, Here they come, Here they come ????? ??? ? ????? Tunisie ?? Tunisie // Tunisia Oh Tunisia, May god be with you ???????? ??? ??? ?????? ??? ?????? ??? ?????? // To the 2nd phase they’ll qualify, they’ll qualify, they’ll qualify ?? ??? ???? ???? ?????? ??? ????? ??? ????? // Turns out they also have humour, Here they come, Here they come ?? ????? ??????? ??? ????? ??? ????? // From Bizerte to Tataouine, Here they come, Here they come ?? ????? ??? ? ?? ????? ??? ????? ??? ????? // Unthreatened neither by cold nor by Poutine, Here they come, Here they come ?????????? ?????? ??? ????? ??? ????? // To all their games they are ready, Here they come, Here they come ?? ????? ??????? ??????? ??? ????? ??? ????? // Hoping in Russia they will thrive, Here they come, Here they come ???? ??????? ?? ????? ??? ????? ??? ????? // They have eaten our salad with Tajine (tunisian food), Here they come, Here they come ???? ??????? ???????? ??? ????? ??? ????? // They sang Kalinka on the beat of the Bendir (tunisian music instrument), Here they come, Here they come ?? ????? ?????? ??? ?????? ??? ?????? // Oh Russia they're in for the win, for the win, for the win

Credits

Name Company Role
JWT Tunis JWT Tunis Art Director

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Links
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