2020/2021 Winners & Shortlists

AS FAR AS WE GO

Short List
BrandALMOSAFER
Product/ServiceRAMADAN 2019
EntrantALMOSAFER Riyadh, UNITED ARAB EMIRATES
CategoryChallenger Brand
Idea Creation FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement FP7 McCANN Dubai, UNITED ARAB EMIRATES
Media Placement 2 ALMOSAFER Riyadh, UNITED ARAB EMIRATES
PR FP7 McCANN Dubai, UNITED ARAB EMIRATES
Production DÈJÁVU Dubai, UNITED ARAB EMIRATES
Additional Company MANGO JAM STUDIO Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

It’s a story of a little child in Ramadan, but it’s not a typical Ramadan story. Because she’s not simply celebrating Ramadan. She’s on a mission to share it with someone far away. It starts at Suhour (the start of the daily fast) and culminates pre-Iftar (the breaking of the fast) and around Iftar. It’s a real-world magical journey. Throughout, we feel it’s a grandfather or someone from her family, but the film reveals, when she reaches snowy landscapes and approaches a wooden home, that she’s wishing Ramadan Mubarak to Santa Claus. Someone who hasn’t yet celebrated the spirit of Ramadan. Someone who no one has shared the spirit of Ramadan with; representing many around the world whom the spirit of Ramadan hadn’t truly touched or shared with. The story's end leaves viewers with a meaningful reminder, “How far does the spirit of Ramadan travel? As far as we go.”

Cultural / Context information for the jury

The world today is more divided that ever before. Even in Ramadan, a month that encourages humility, understanding and compassion, the world, in itself, doesn’t seize to put down its divides. It often remains a world of “us” vs “them”. Muslims celebrate Ramadan. The world doesn’t. So, what if Almosafer, a Saudi travel brand, reminded Saudi Arabia, the region and the world, Muslims AND non-Muslims, that Ramadan was for everyone, sharing a Ramadan message like never before, that travelled from Saudi Arabia and the Middle East to the world? We created an iconic Almosafer Ramadan story that takes the spirit of Ramadan abroad to people and places who haven’t / don’t celebrate Ramadan, starting with a symbol relevant to one faith i.e. Christianity: Santa Claus. And made the generosity and inclusivity of Ramadan travel, representing what Ramadan is really about: living together, harmoniously, side-by-side as different nationalities, religions and races.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Almosafer is an online travel platform in Saudi Arabia. It is a market follower (a challenger), not a market leader. To win Ramadan, it had to do something no brand had done before during Ramadan. CHALLENGING THE OCCASION: There is an increasing melee of brands communicating clichés in terms of imagery and themes with emotionally-laden Ramadan solemnity, such as “getting together with family”, “enjoying the spirit of Ramadan”, “nostalgia”, “contributing to a charity” or “a product promotion”. Almosafer challenged these norms by taking Ramadan abroad to people who never experienced Ramadan, starting with Santa Claus. And then, extended it to others. All of it done through children. CHALLENGING LEADING BRANDS: In challenging Ramadan marketing norms, Almosafer, a follower, witnessed a positive and sustained growth in its brand awareness, brand reputation, flight bookings, hotel bookings and market share, while the market leaders, its global and local competitors (Booking.com and Flyin.com), declined.

Credits

Name Company Role
Mohamed Qanati Almosafer & Seera Group Director of Brand - Consumer Travel
Manasvi Gosalia Dejavu Executive Producer
Oliver Robinson FP7 McCann Regional Executive Creative Director
Tahaab Rais FP7 McCann MENAT Film Director
Bobby Dhillon Dejavu DOP
Kavya Iyer Dejavu Producer
Aunindo Anoop Sen FP7 McCann Dubai Creative Director
Tahaab Rais FP7 McCann MENAT Creative Director
Nayaab Rais FP7 McCann Dubai Creative Director
Ramzy Haddad FP7 McCann Creative Director
Tahaab Rais FP7 McCann MENAT Copywriter
Aunindo Sen FP7 McCann Dubai Copywriter
Nathalie Viranyi Almosafer Head of Content & PR
Tahaab Rais FP7 McCann MENAT Art Director
Thalia Shihab N/A Cast - Protagonist 1 - Girl
Mr. Pavle N/A Cast - Protagonist 2 - Santa Claus
Levan Maghradze Dejavu Line Producer - Georgia
Tato Sulaqvelidze Dejavu Producer - Georgia
Guram Bakradze Dejavu 1st Assistant Director
Irakli Pochkhua Dejavu 2nd Assistant Director
Tamo Chavchanidze Dejavu Set and Art Direction
Beka Sadagashvili Dejavu Set and Art Direction
Kato Gelashvili Dejavu Wardrobe
Goglika Khaindrava Dejavu Gaffer
Tahaab Rais FP7 McCann MENAT Lyricist and songwriter
Brittin Lane Brittin Lane Morrell Singer
Joe Dickinson Joe Dickinson Music Composer
Ms. Ekram N/A Arabic Singer
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Hosam Mubarak FP7 Riyadh Arabic lyrics
Sara Alhaian FP7 Riyadh Arabic lyrics
Rizwan Maple Dejavu Editor
Dan Mitre Dan Mitre Grading
Joe Najm Mango Jam Studio Sound Design and Effects
Achint Singh Mango Jam Studio Audio Engineer
Krish Prasad Dejavu Effects
Mary Bou Akl Dejavu Post Producer
Asitha HB FP7 McCann Dubai Illustrator
Ashraf Muhammedunny FP7 McCann Dubai Case Editor & Motion Artist