Brand | NESCAFE |
Product/Service | NESCAFE 2IN1 |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of Licensed or Adapted Music |
Idea Creation
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
ZENITH Dubai, UNITED ARAB EMIRATES
|
Production
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PRODIGIOUS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
The hero film captures a group of friends discussing a new yoga class.
They're having NESCAFÉ 2in1. The hero offers her friends sugar. They decline.
As they decline, the sugar jar bursts into song, singing the famous song from yesteryear 'Do you love me? Do you, do you?' The friends are shocked but the hero rolls her eyes. The jar continues in an almost annoying outcry and shameful serenade.
The one friend accepts a cube of sugar. The hero takes it from the jar and goes on to close it - shutting the singing up.
The films series includes situations around make up, music and travel where sugar is cast aside, and serenades the group. Upon accepting or rejecting sugar, they shut the jar up and the singing stops.
Cultural / Context information for the jury
1:
2: The authorities levied a 50% SUGAR TAX in the region and it hit Nescafe too, a brand well-known for its instant coffee range – 3in1, made with sugar, creamer and coffee. The sachets are enjoyed by students and people on-the-go who want a tasty, sweet coffee in 2 minutes. Recently, to offer variety and circumvent the 50% sugar tax launched across the region, they launched their 2in1 offering, a sugar-free variant that lets people enjoy as is or with their own sweet variations.
Tell the jury about the choice of music track.
"Do You Love Me, do you, do you?" - is not only a famous song but is also one that has a cult following and is well-loved loved across Lebanon and the region.
It was sung by the Bendaly Family in the 1970's. And has since been a part of popular street lingo.
The song had maintained relevance across generations and markets in The Middle East and it was the perfect backing track to the dramatic break up between coffee and sugar.
Partnering with popular actor Fouad Yammine, we remixed the song (Do You Love Me, originally performed by Bendaly family), for a range of videos where the sugar jar is alive and questions the loyalty of the coffee drinkers.
Fouad, is famous for remixing and singing old songs.
Credits
Rana Najjar |
Publicis Middle East |
Creative Lead |
Jaison Ben |
Publicis Middle East |
Creative Director |
Marco Albuquerque |
Publicis Middle East |
Art Director |
Jessica VenDerBerg |
Publicis Middle East |
Copywriter |
Anas Shaherli |
Publicis Middle East |
Copywriter |
Jala Fawaz |
Publicis Middle East |
Planning Director |
Wassim Haddad |
Publicis Middle East |
Digital & Social Media Director |
Ritu Poojari |
Publicis Middle East |
Multimedia Designer |
Maya Khammar |
Publicis Middle East |
Account Management |
Abdel Rahman Hassouna |
Publicis Middle East |
Account Management |
Sabine Abdallah |
Publicis Middle East |
Account Management |
Myriam Abi Wardeh |
Prodigious Dubai |
Executive Producer |
Raef Labaky |
Nestle Middle East |
Business Executive Manager |
Arifa Hussain |
Nestle Middle East |
Marketing Manager |
Seif ELDeen Hamdy |
Nestle Middle East |
Brand Manager |
Bevan Cullinan |
Filmworks Dubai / Picture Tree South Africa |
Production |
Khaled Shehab |
Zenith ME |
Media |
Raja-Paul Youssef |
Zenith ME |
Media |
Chantal Hajjar |
Zenith ME |
Media |
Haya Dakik |
Zenith ME |
Media |