2020/2021 Winners & Shortlists

THE KING OF INTERNET

Grand Prix

Demo Film

Presentation Image

BrandCONNECT
Product/ServiceCONNECT INTERNET SERVICES
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategorySpecial Build
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production VIP FILMS Beirut, LEBANON

Write a short summary of what happens in the digital or ambient execution or campaign.

Our execution is a pop-up shop. A fruit shop in one of Lebanon’s remote villages completely transformed into a typical DVD store, inspired by Lebanon’s fake DVD shops. But instead of selling movies and series, this DVD store sold… Internet content! From cat videos to compilations of the best Harlem Shakes and Kardashian parodies. The store was packed with over 100 fake DVDs. During the weekend of January 10-12, we anonymously inaugurated the store and invited marketgoers to discover all the internet content they loved, but never watched more than 5 seconds of before it glitched. To their surprise, the DVDs weren’t for sale but actual giveaway coupons promising functioning internet ‘wherever you are’ to view all the viral content and so much more. All they had to do was present the DVD at Connect P.O.S. to get a wireless broadband installed for free and 20% off their first month.

Cultural / Context information for the jury

Lebanon still suffers from bad infrastructure fundamentals like 24/7 electricity, clean water, and internet speed or even availability. Some lucky spots in the capital enjoy access to a manageable internet speed. Anywhere outside the city center is a lost cause. In the age of multi-subscription streaming and online gaming, this is a problem. Why? Because NOTHING EVER LOADS. Which explains Lebanon’s special history with pirated DVDs that became a consumption habit. Especially because of how cheap they are. One DVD = 1$. This turned pirated DVDs into a commodity, like buying groceries from the supermarket. They are the antidote to slow internet. Internet users trust that DVDs will not fail them. They are guaranteed to watch content in its entirety, glitch-free. Our shop’s name is a parody inspired by Lebanon’s small businesses who tend to call their shops “The King of Shawarma” or “The Emperor of Falafel”.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Manuel Borde TBWA\RAAD Executive Creative Director
Bruno Bomediano TBWA\RAAD Executive Creative Director
Alberto Triana TBWA\RAAD Associate Creative Director
Federico Mariani TBWA\RAAD Associate Creative Director
Felipe Menezes TBWA\RAAD Art Director
Sabine Haddad TBWA\RAAD Copywriter
Camilo Rojas TBWA\RAAD Motion Designer
Roy Khachan TBWA\RAAD Strategic Planner
Remie Abdo TBWA\RAAD Head of Strategy
Rouba Asmar TBWA\RAAD Head of Production
Romy Abdelnour TBWA\RAAD Communications Director
Krix Berberian TBWA\RAAD Production Support
Rozy El Beainy BOLT Senior Producer
Martha Nassar Vip Films Producer
Pedros Temizian Vip Films Director
Jad Beyrouthy Vip Films DOP
Zeina Nawwar Vip Films Art Director
Jad Nehmeh Vip Films Production Manager
Joelle Nassar Vip Films Casting Director
Anthony Zwein Vip Films Location Manager
Sherine Khoury Vip Films Editor
Karim Khneisser Vip Films Music Producer