2022 Winners & Shortlists

CONFUSING WEEKEND

Short List
BrandSNICKERS
Product/ServiceSNICKERS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategorySocial Behaviour & Cultural Insight
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Placement MEDIACOM Abu Dhabi, UNITED ARAB EMIRATES
Production IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production 2 ANGHAMI Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

A highly dedicated employee arrives hurriedly at work in the early hours, coffee thermos and briefcase in hand. With a brisk step, he is set to carpe the diem, climb the corporate ladder. But when he gets to the office, he notices that nobody is around. The place is empty. A phone rings in the background, unanswered. A title appears: Confused about the new weekend? Grab a Snickers.

Cultural / Context information for the jury

When the UAE, at the end of 2021, made the announcement that the weekend is to change from Friday and Saturday to Saturday and Sunday, confusion was nationwide. This was a job for Snickers. Being a brand known to help people with their confusion, we figured, well, this could simply be a case of confusion derived from hunger. And so, we set out to help UAE residents navigate these confusing times through our campaign with a number of integrated pieces, starting with this film piece.

Please tell us about the social behaviour and / or cultural insights that inspired your work

The social behaviour we tapped into was confusion: with the new weekend dates announced in the country, residents of the UAE were uncertain about what to do on a Friday or a Sunday. And so, we stepped in to help with the confusion.

Credits

Name Company Role
Dani Richa Impact BBDO CEO and Chairman
Ali Rez Impact BBDO Executive Creative Director
Marie Claire Maalouf Impact BBDO Executive Creative Director
Felix Bedolla Impact BBDO Associate Creative Director
Jarrad Pitts Impact BBDO Writer
Joris Bosdriesz Impact BBDO Director
Adwin Alais Impact BBDO Account Executive
Salma Shahin Impact BBDO Account Director
Haitham Shaheen Impact BBDO Account Manager
Johannes Frederick De Beer Impact BBDO Creative Director
Muhammad Hammad Impact BBDO Art Director
Teena Matthew Impact BBDO Designer
Shabir Shahan Impact BBDO Designer
Murtaza Talib Impact BBDO Resource & Operations Manager
Kezia Shamil Impact BBDO Account Intern
Maher Dahdouh Impact BBDO Arabic Writer
Raja Shetty Impact BBDO Designer
Jida Arabi Impact BBDO Designer
Rajit Kumar Impact BBDO Designer
Rene Melinat Impact BBDO Designer
Ahmad Skheita Impact BBDO Design Intern
Ben Dsouza Impact BBDO Animator
Alexandre Bianchin Impact BBDO Producer
Rahul Rajan Impact BBDO Animator
Ryan Gonzalez Impact BBDO Editor
Christopher Shearer Impact BBDO Copywriter