UNITED BY SHARE: HALA BEL HAYAT
Brand | MAJID AL FUTTAIM |
Product/Service | SHARE REWARDS APP |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Branded Content / Podcasts |
Idea Creation
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SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Media Placement
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SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
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Production
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DREAMBOX FILMS Beirut, LEBANON
|
Production 2
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LAMBUJA São Paulo, BRAZIL
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Production 3
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THE BASEMENT RECORDS Cairo, EGYPT
|
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’.
Credits
Adil Khan |
Saatchi & Saatchi Dubai |
Chief Executive Officer |
Komal Bedi Sohal |
Saatchi & Saatchi Dubai |
Chief Creative Officer |
William Mathovani |
Saatchi & Saatchi Dubai |
Creative Director & Writer |
Dennis Silveira |
Saatchi & Saatchi Dubai |
Art Director |
Wael Said |
Saatchi & Saatchi |
Head of Production |
Karim El Kari |
Saatchi & Saatchi Dubai |
Business Director |
Omar Kishk |
Saatchi & Saatchi Dubai |
Account Director |
Dina Farmawi |
Saatchi & Saatchi Dubai |
Account Manager |
Muhammad Abdullah Siddiqui |
Saatchi & Saatchi Dubai |
Account Executive |
View Script