2022 Winners & Shortlists

AN EPIC FILM. EVERY MOMENT

Short List
BrandSAMSUNG
Product/ServiceGALAXY S21
EntrantLEO BURNETT Dubai, UNITED ARAB EMIRATES
CategorySocial Video
Idea Creation LEO BURNETT Dubai, UNITED ARAB EMIRATES
Idea Creation 2 PEOPLE OF THE INTERNET Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

Background

With boredom at an all time high thanks to the pandemic, and with our millennial audience becoming increasingly hard to please; marketing the Galaxy S21 wasn’t going to be easy. We needed to both cater to their social content consumption habits, as well as give them the power to turn everyday boredom into palpable works of art. All it took was the S21, a single script, the region’s most popular star couple and a lot of camera magic with the S21. We created 4 different entertaining films: Thriller, Film Nioir, Comedy & ArtHaus.

Describe the strategy

Each element of this campaign stood out and came together. Designed to live on Social, It wasn’t about production or star value; Interactivity was key. The experience made our audience interact with the brand, spreading word on social media. Our Facebook carrousel was a key example of this. We used our platforms to drive traffic to each other, producing multiple memes & recreations on TikTok.

Describe the execution

Enlisting the star talent of the region’s most beloved couple, Ahmed Helmy and Mona Zaki. We wrote ONE single script encompassing our insight, shot in the SAME exact location, and using a combination of different direction techniques, cinematography approaches, sound and music design; and capitalizing on our couples’ impeccable acting skills, we effectively created four very different copies, each with its own unique tone, mood and art style. The campaign is placed on social media platforms: FB, IG & YouTube.

List the results

Each element of this campaign stood out and came together. Designed to live on Social, It wasn’t about production or star value; Interactivity was key. The experience made our audience interact with the brand, spreading word on social media. Our Facebook carrousel was a key example of this. We used our platforms to drive traffic to each other, producing multiple memes & recreations on TikTok. - The campaign recorded more than 48M views across Ahmed Helmy’s, Mona Zaki’s and Samsung channels. - Impressions have hit up to 127M with CPM being within industry benchmarks across all platforms - Qualitatively, the campaign received an extremely positive word of mouth with a positive sentiment of 85% and 0% negative sentiment.

Credits

Name Company Role
Kalpesh Patanker Leo Burnett Chief Creative Officer
Danielle Jammal Leo Burnett Group Communications Director
Harsh Kocher Leo Burnett Communications Manager
Shereen Mostafa Leo Burnett Head of A/V Production
Samer Shoueiry Publicis Communications Chief Executive Officer
Joelle Jammal Leo burnett Deputy Managing Director
Ghada Baraka Leo Burnett Senior Communications Executive
Ahmed Chatile Samsung Head of Mobile Marketing KSA
Mays Almasri Samsung Head of Mobile Marketing KSA
Kholoud Farouk Samsung Marketing Manager
Hiba ElDeek Samsung Assistant Marketing Manager MENA
Sherif Salem Samsung Head of department
Noha El Sweki Samsung Influencer Marketing Manager
Yasser Seif ElBahr People of the Internet Creative Director
Hameed Farouq People of the Internet Associate Creative Director
Ahmed Hassan People of the Internet Senior Copywriter
Aliah Badran People of the Internet Senior Copywriter
Raghda Medhat People of the Internet Creative Strategist
Mohamed Al Zayat Good People Films Director
Carine Howayek Good People Films Creative Assistant
Pierre Mouarkech Good People Films DOP
Khaled Zaki Good People Films Executive Producer
Mahmoud Derbala Good People Films Head of Production
Chantal El Haber Good People Films Producer
Omar Khalil Good People Films Producer
Lionel Soria Good People Films Production Designer
Nervana El Shennawi Good People Films Art Director
Gehad Abdallah Good People Films Wardrobe Stylist
Shady Salah Good People Films Assistant Director
Aya Abdul Fattah Good People Films Post Producer
Ahmed Assem Good People Films Editor
Yasmine Hisham Good People Films Assistant Editor
Stefan Sonnenfeld Company3 Grading
Khaled Hamdy The Cell Creative Sound Design
Links
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