2020/2021 Winners & Shortlists

THE MAN WHO COULDN’T HANDLE HIS HANDLE

Silver Lynx
BrandSAUDI TELECOM COMPANY
Product/ServiceNEW TWITTER HANDLE
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryViral Film
Idea Creation J. WALTER THOMPSON Riyadh, SAUDI ARABIA
Production DÈJÁVU Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

Our film tells the true story of Chris Rowland of New Jersey, who joined Twitter under the handle @stc, after his college nickname, St. Chris, gaining him thousands of Saudi followers by mistake. Chris takes a liking to the attention and immerses himself in Saudi culture. Over time, Chris's friends and family begin to lose him to strangers across the world. He’s picked up unusual habits, receives constant messages from foreigners and is consumed by a culture unfamiliar to those around him. After a heated intervention, Chris cuts himself off from everyone he knows. In his isolation, he embarks on a journey of self-reflection and realizes he has lost his identity. He then receives news of an STC expansion into Bahrain and Kuwait and concludes that his fixation will only worsen. Chris reunites with his family and finally agrees to relinquish his Twitter handle of 11 years.

Cultural / Context information for the jury

Some touches reflecting Chris’s immersion in Saudi culture are subtle (sandal, tissue box, pillow in his motel room) while others are quintessential Saudi. The song Chris is playing is a nostalgic Saudi song. The “Sabha” or rosery hanging off a tilted mirror is a distinct Saudi stereotype. Chris is dancing to “Sheilat”, traditional Saudi folk music. When Chris greets people in the parking lot, he’s wearing a “Farwa”, a traditional winter garb to protect against the desert cold. He goes in for a kiss on the shoulder, a gesture of extreme respect. During the intervention, Chris is holding “Tamees”, a popular bread in Saudi. The language difference causes some confusion to those around Chris. The tweet Chris’s wife holds up is from someone asking for a link to STC’s prepaid “SAWA” package, which literally translates to “bouquet together”. In his basement, Chris is practicing pronouncing the Arabic letter “kh”.

Credits

Name Company Role
Chafic Haddad J. Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J. Walter Thompson Executive Creative Director
Firas Ghannam J. Walter Thompson Associate Creative Director
Ahmad Shanaa J. Walter Thompson Senior Art Director
Bashar Dababneh J. Walter Thompson Art Director
Rawan Bakri J. Walter Thompson Graphic Designer
Joe Aboudaher J. Walter Thompson Head of production KSA
Hassan Lzeik J. Walter Thompson Associate Business Director
Mazen El Helwe J. Walter Thompson Account Director
Mohammed Abaalkheil Saudi Telecom Company Corporate Communications - General Manager
Faisal Almalki Saudi Telecom Company Senior Advisor to Brand & Corporate Communication
Abdullah Abahussain Saudi Telecom Company Head of Brand
Alhusayn Hamidaddin Saudi Telecom Company Corporate Communications - Marcom Director
Déjà Vu Déjà Vu Production House
Manasvi Gosalia Déjà Vu Executive Producer
Nalle Sjöblad Déjà Vu Director
Edgard Jinbachian J. Walter Thompson Head of TV Production-MEA
Bjorn Axel Sjoblad Déjà Vu Director
Mary Bou Akl Déjà Vu Post Producer
Aksu El Camino Déjà Vu Sound Design
Petri Falkenberg Déjà Vu Grading
Rizwan Maple Déjà Vu Online Editor
Max Meds Deja Vu DOP
Aleksi Raij Déjà Vu Editor
Antoine Sfeir Déjà Vu Producer
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