Brand | ZAIN TELECOM |
Product/Service | 5G |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Visual Effects |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
LEAP STUDIOS Cairo, EGYPT
|
Write a short summary of what happens in the film
Zain, one of Saudi Arabia’s leading telecom operators, for the launch of 5G, launched Annie’s tomorrow, recomposed in Arabic 20 years later. ‘ya bookra, ya bookra’ was launched as the soundtrack of a short film, shot and carefully animated to demonstrate the immense ease of speed that 5G unlocks for the whole Kingdom.
Cultural / Context information for the jury
And although the song had never been sung in Arabic before, it sounded even more familiar to Saudis! Because we scouted and contracted their most beloved and nostalgic song writer for the past 30 years, Tarek Tourkan, who was behind all their favorite cartoons growing up to write and compose Ya Bookra, Ya Bookra. Bundled up with a young and upcoming singer Rama Rabat, it was the recipe of a hit.
It took one week to recompose what was to become the song of Saudi Arabia’s tomorrow.
Tell the jury about the visual effects and summarise any relevant challenges or techniques.
Today, Saudi Arabia is moving faster than ever towards a brighter yet unknown tomorrow. And today more than ever, Saudis are worried they can’t keep up with the speed of tomorrow. If they can now enjoy tomorrow and stop worrying with 5G, why not sing about tomorrow!
So, Zain launched Annie’s tomorrow, recomposed in Arabic 20 years later.
Credits
Mohammad Bahmishan |
Publicis Groupe |
Conceptualization |
Alexandre Choucair |
Leo Burnett KSA |
Conceptualization and amplification |
Saadi Alkouatli |
Leo Burnett KSA |
Developed initial idea & led overall campaign execution |
Mohammad Sehly |
Leo Burnett KSA |
Conceptualization |
Ehab Armanious |
Leo Burnett KSA |
Conceptualization and amplification |
Mohammed Elshoaiby |
Leo Burnett KSA |
Copywriting |
Habeeb Al Najjar |
Leo Burnett KSA |
Art Direction |
Andre Freiha |
Leo Burnett KSA |
Art Direction |
Thierry Chehab |
Leo Burnett KSA |
Oversaw Key Creative Milestones |
Simon Coull |
Leap Studios Cairo |
DOP |
Alex & Steffan |
Leap Studios Cairo |
Directing |
Amr El Masri |
Leap Studios Cairo |
Production supervision |
Tarek Tourkan |
Freelancer |
Song Writing |
Peter Atta |
Leap Studios Cairo |
Composer |
Mohammed Alshoaiby |
Leo Burnett KSA |
Copy |
Fady Yamak |
Leo Burnett |
Project Management |
Karim Alnazer |
Leo Burnett KSA |
Project Management |
Rayan Alturki |
Zain KSA |
Support |
Thamer Farsi |
Leo Burnett KSA |
Support |
Mazen Mitri |
Leo Burnett Beirut |
Support |
Jihad Elrassi |
OMD |
Media |
Links
Video URL