2020/2021 Winners & Shortlists

PIE RATES

BrandCONNECT
Product/ServiceCONNECT INTERNET PROVIDER
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryScript
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the radio or audio execution or campaign.

There is a lot of information on the internet. In the digital world, you can find anything you want, from original content to the craziest fakes. To promote Connect's wifi services, on this radio campaign we creatively played with the names of famous movie franchises "Pirates of the Caribean", Dark Knight Rises" and "Lawrence of Arabia" and transformed them into funny homophone internet alternatives, like "Pie Rates of the Caribbean", "Dark Night Rices" and "Low Rents of Arabia" to communicate that if you want the originals, you can get them with Connect high-speed wifi.

Cultural / Context information for the jury

In 2020, Lebanon entered 3 times to full lockdown, which makes internet services pick up, due to a simple reason: people's data consumption raised while staying home. This time was the perfect opportunity to promote our services of Connect high-speed wifi.

Script. Provide the full to radio/audio script in English.

Pie Rates of the Caribbean. In Jamaica, you can get a steak and kidney pie for $1.75, a chicken and mushroom pie for $1.60 and an apple pie for $2.15. In St. Kitts and Nevis, a steak and kidney pie will cost you $2, a chicken pie (with no mushrooms) $1.70 and a cherry pie can be yours for $1.95. In Trinidad and Tobago, that steak-and-kidney pie comes in at $2.50, while the chicken and mushroom pie is $42.25. Their apple and cherry pies are often sold out for $2.75, or two (any combination) for $4.75. Those are the Pie Rates of the Caribbean. If you’re not in the baking business and just wanna watch the famous pirates franchise, stream it now with Connect High-Speed WiFi.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD CCO
Bruno Bomediano TBWA\RAAD ECD
Alex Pineda TBWA\RAAD Copywriter / Creative Director
Simon Raffaghello TBWA\RAAD Copywriting
Rifaat Fakih TBWA\RAAD Strategy
Romy Abdelnour TBWA\RAAD PR & Communications
Diana Georges TBWA\RAAD Client Servicing

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