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 behavior 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 edit. Do not name the editor.

The editing process was crucial in ensuring the output’s objective to appear as one-shot film, while sustaining perfecting the lip-sync transitions. Prior to shooting, the editor worked closely with the DOP, director and steady-camera operator, measuring the exact timing of each transition through the props, as well as their set placement. Frames were built to match timed movements, in accordance with celebrities’ placement, ensuring smooth cuts. The editor was present on set, rehearsing with the director and camera operator, and approving the dynamic and swift movement before camera roll. Before moving between shots, which was impossible to shoot in order, the editor tested out each shot on pre-created draft animatics of the film, guaranteeing that the sequence would not be problematic for transitioning to both the prior and next shots. By the end of the shoot, the editor had matched shots, ultimately completing the edit and approving it on set.