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 cinematography.

To ensure the objective of the one-take film look and feel, the smoothness of each set’s particulars needed to be perfected. For even transitions between sets, not shot in actual order, locations were measured to exact foot area for the manual camera operator to move from walking towards each character, before switching movement to the next transitioning prop. This required rehearsals and changes in set designs, prior to the onset trials. The art direction, choice of props, color palette harmony and wardrobe, were essential to ensuring the transitions between sets was comfortable to the user’s eye, supported by the lighting mechanism for smoothness between heavily lit and darker shots. Each frame detail was considered to help the camera operator transition through the prop’s placement, giving us enough time to switch the light on and off and still sustain the talent’s lip sync exactly as it should be.