2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Being the brand empowering millions, mass communication has always been the defining aspect of finding the right insight of appeal. In recent years, due to the diversified options available to users, the power of choice enabled customers to skew towards the offer that meets their needs, disregarding the essence of loyalty. Becoming a base that prefers customization, Vodafone sub-segment the mass of the largest community, Flex, by defining the three core attributes to represent the largest portion of the target. Covering gender, age and interest, with no socioeconomic harmony, we focused on understanding the outliers of our base, identifying the most relevant behaviour characteristic uniting them: cleverness. Connecting them by what appears as a one-shot film, each character was in sync with the next, enacting and singing about the connection of the Flex community, defining themselves as the clever choosers.

Cultural / Context information for the jury

Regionally, communities are usually formed based on common interests or socioeconomic attributes. Across the region, our unit-based product users have become the second largest community to exist, and the only to be based on service subscription. The unprecedent growth that collectively links people from different groups based on their preference of the ‘best choice’ created a fan base for the product that altered the industry, eventually leading to its adaption both globally and by competition.

Tell the jury anything relevant about the direction. Do not name the director.

Using celebrities singing for brand communication is a prevalent formula. The song’s genre, and executional format are the essential elements vital for crafting an inimitable output. Mixing two underground genres to clasp the target in communicating our message, the visual treatment became the fundamental aspect of translating the diverse yet unified community between characters that were not directly connected. Creating what needed to appear as a one-shot film, the challenge was ensuring the organization and technical preparation using three top-tier celebrities, representing 18 characters, each in a different set locations and over multiple days of shoot. As the logistics of building all sets in the same location was impossible, we needed to depend on the manual steady camera operator, the lighting fade in-out transitions, the synced color pallet of the set design and art direction, and the measurement of the transitioning objects to ensure the lip sync and camera swift.