Brand | SAUDI TELECOM COMPANY |
Product/Service | HAJJ CAMPAIGN |
Entrant | WUNDERMAN THOMPSON Riyadh, SAUDI ARABIA |
Category | Use of Original Music |
Idea Creation
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Write a short summary of what happens in the film
In this film we’re showcasing Makkah getting ready a few moments before the pilgrims arrive to perform Hajj.
The film portrays Mekkah as never-seen-before, entirely empty, except for the few people who were putting their final touches in preparation for the pilgrims’ arrival.
Cultural / Context information for the jury
The holy city of Makkah never sleeps. It’s visited by pilgrims throughout the year. During the Hajj season alone, it hosts over 4 million pilgrims.
Historically, the visual representation of Makkah was always portrayed busy with people. It’s almost impossible for any Muslim to imagine it any other way.
Seeing an empty Makkah for the first time – along the music composition that was inspired by the art of Ebtihal – won the hearts of those who saw it. It was dubbed as the Best Hajj Film in 2019 by the news and viewers.
Tell the jury about the creation of the original music track.
The film is basically about showing an empty city, an imagery that’s subject to different interpretations, so it all relied on the music to stir the viewers’ emotions in the right direction.
The images were raw and genuine, and the music had to be equally genuine. We revived the genuine music genre of Ebtihal, which is similar in its music notes to the notes used for reciting Quran. We used an actual Ebtihal singer, reciting the lyrics written by one of the Holy Azhar sheikhs.
The music was orchestrated in an acceding flow to give a relaxing feel in the beginning of the film, a spiritual kick when the voice is introduced, and a pride feel of belonging towards the end, creating a balance between the visual story and the music.
Credits
Chafic Haddad |
J. Walter Thompson |
Chief Creative Operations Officer |
Rayyan Aoun |
J. Walter Thompson |
Executive Creative Director |
Amr Wagih Mergawi |
J. Walter Thompson |
Creative Director |
Noor Wafa |
J. Walter Thompson |
Senior Copywriter |
Diaa Al Omari |
J. Walter Thompson |
Art Director |
Joe Aboudaher |
J. Walter Thompson |
Head of TV Production KSA |
Wael Madani |
J. Walter Thompson |
TV Producer |
Hassan Lzeik |
J. Walter Thompson |
Associate Business Director |
Mazen El Helwe |
J. Walter Thompson |
Account Director |
Dana Alkutoubi |
J. Walter Thompson |
Head of Strategic Planning |
Mohammed Abaalkheil |
Saudi Telecom Company |
Corporate Communications - General Manager |
Abdullah Abahussain |
Saudi Telecom Company |
Head of Brand |
Alhusayn Hamidaddin |
Saudi Telecom Company |
Corporate Communications - Marcom Director |
Deja Vu |
Deja Vu |
Production House |