2020/2021 Winners & Shortlists

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

Majid Al Futtaim SHARE presents HALA BEL HAYAT (Hello to Life). An original multilingual anthem written and sung in English, Arabic and Hindi, representing the largest demographics. Featuring the region’s biggest music influencers such as Alaa Wardi (Saudi Arabia), Doaa El Sebaii (Egypt), Wonho Chung (Jordan), Hamdan Albloushi (UAE) and Alisha Pais (India). Produced by Hassan El Shafei, a renowned Arab Idol judge and award-winning music producer. We launched the song with a music video on YouTube, social media and VOX Cinemas. As well as on Anghami, the Middle East’s largest music streaming service, and Virgin Radio Dubai and Al Arabiya 99 FM's morning shows.

Cultural / Context information for the jury

We had to convince 180 nationalities living in the UAE to download the app. So we wooed them in their mother tongues and launched a multilingual song in the UAE’s Year of Tolerance.

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

Send my greetings To the other shores From this very place I’m calling everyone Sharing new memories Sharing our big dreams and right now I feel like, I can do what I wanna do Come this way The world is yours Every memory and image Our paths will unite If you share it with me Come this way It’s crazy amazing When we come together And we… Live it up together Hello, hello, hello To the life that is waiting for you Hello, hello, hello Open up your heart, it is something new. Hello to life… hello, hello I feel it around me Wherever I may be This passion, it drives me, and it makes me, feel so free I never forget To live my life To let my imagination Lead the way Come this way The world is yours Every memory and image Our paths will unite If you share it with me Come this way It’s crazy amazing When we come together And we… Live it up together Hello, hello, hello To the life that is waiting for you Hello, hello, hello Open up your heart, it is something new Hello to life... hello, hello “Namaste Dosto, Kaisers ho!” So take a chance, chance Understand that Every moment counts Live in the right now So own the groove, groove As you move thru Look up to the stars Open up your arms… Sing! Hello, hello, hello What tomorrow will bring Every moment is calling Hello, people Hello, friends Hello, hello Hello, those who are near Hello, those who are far Live every moment Share it with the world Hello, hello Hello to life Let's go! Hello to life… hello

Explain how the work innovatively used the radio / audio medium.

It's the UAE's most sung and shared ad of the year. Every time someone hears, sings or even whistles the song, they're reminded to download the SHARE App. THE POWER OF POP CULTURE Everyone can’t wait to ‘SKIP AD’. So, we gave them a piece of entertainment that they would sing along to and carry around on their mobile just like our app. THE POWER OF DATA Based on data analytics of Billboard Top-100 Chart (since 2001) and the Million Song Dataset, the average duration of hit songs is 3-5 minutes and the preferred tempo is between 120-130bpm, which aligns roughly with the average walking speed and the tempo of crowd applause. We composed the song in 124bpm. Like Calvin Harris and Rihanna’s ‘This Is What You Came For’, Katy Perry’s ‘Firework’ and Lady Gaga’s ‘Born This Way’.