2020/2021 Winners & Shortlists

THE MAN WHO COULDN’T HANDLE HIS HANDLE

Gold Lynx

Case Film

Presentation Image

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

Background

For 11 years, Saudis have confused STC’s Twitter account with the account of Chris Rowland, an American living in New Jersey who joined Twitter under the handle @STC after his college nickname St. Chris. In 2019, STC telecom finally acquired the @STC handle, and the objective was to communicate to its followers the new account.

Describe the strategy

We realized that there was a lot of humorous interaction and engagement with Chris over the years. He played along, replied and interacted with the Saudi community; he even designed a cover photo for them. So, instead of announcing the news with a traditional post, who better than to use Chris as our hero and key talen to let people know that stc had a new twitter handle. So we created a compelling film narrating Chris’s side of the story that automatically helped our message go viral.

Describe the execution

With testimonials from people around him, we told Chris’s unique story; from the moment it began till the moment he decided to let go. An unexpected and beautiful story about a man from New Jersey who has been mixed up with STC. We created a near 5mins short film, that keeps the viewer engaged the whole time. it reflected the authenticity of the unique real-life story. From the aspect ratio to camera movements, to grading, everything was treated to look and feel real and raw. The locations were Chris’s friends and families’ actual houses. We also gave the heroes room to improvise and narrate the experience in their own words.

List the results

The film generated : - 13Million Views - 20 thousand Shares - 21.3Million Impressions (source: YouTube & PR agency) It is also in the Official Selection of Top 20 Films of 2020 – Campaign ME

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
Links
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