Brand | HILTON |
Product/Service | HILTON |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Use of Film |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
MERKLE Dubai, UNITED ARAB EMIRATES
|
PR
|
SEVEN MEDIA Dubai, UNITED ARAB EMIRATES
|
Production
|
BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
We open on a wide group of friends sitting at a dinner table, having a blast. They look like they are truly enjoying one of the best nights of their lives, with genuine laughter.
As the waiter passes, a girl from the group hands her phone over to him who’s walking by so he can take their photo. Looking at the photo on the screen, she shakes her head smiling, like uh-uh and asks the waiter: ‘Can you take another one?’.
And this is the start of a series of endless trials. The screen is overlayed with all the bad photos being taken one after the other and build the crescendo as we go.
Here, the waiter’s face starts to look like he’s really stressed. The waiter accidentally drops the phone.
Total silence before Waitographer, certified mobile photographers program, is being introduced as the solution to the problem.
Cultural / Context information for the jury
Daniel Kahneman, the Nobel winning economist has proven that each individual has two selves: the experiencing self, who knows only the present moment and the remembering self, the storyteller.
While hospitality brands talk constantly about uplifting their experience, too often the outcome is an impersonal standardization of the guest experience.
What we needed to achieve was an uplift in experience that would be felt at a personal level and would be even worth sharing and talking about.
Our memories tell the stories of our life. Many memories are created when people stay and dine at a Hilton.
So how do we help people not just create those great memories, but also keep them forever to remember and cherish?
The answer is simple: the cornerstone of a great memory is a great photo.
Explain how the work innovatively used the film medium.
The film was used to immerse everyone into a very common problem: most holiday pictures are awful – especially when you give your phone to a waiter.
Photos get cropped, out of focus, or worse with a finger on the lens!
And bad photos don’t make it to beautiful frames and they get forgotten.
To prevent this, the film showcases an easy relatable story which sets the foundations for the solution being introduced after the short friendly scene at the restaurant.
The film format was so easy to share and pleasant to watch that it got spread around on social media platforms, but also embedded in publications to support articles by the journalists.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Krix Berberian |
TBWA\RAAD |
Regional Creative Director |
Camilo Alzate |
TBWA\RAAD |
Designer |
Nour Christidi |
TBWA\RAAD |
Copywriting |
Haikel Ben Hamouda |
TBWA\RAAD |
Strategy |
Ian Carvalho |
TBWA\RAAD |
Brand Leader |
Tanya Fitoria |
TBWA\RAAD |
Client Servicing |
Zuhair Khan |
TBWA\RAAD |
Motion Designer |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Zeina Safa |
TBWA\RAAD |
Copywriting |
Marianne Sargi |
TBWA\RAAD |
Head of Production |
Rozy El Beainy |
TBWA\RAAD |
Production |
Samir Syriani |
- |
Film Director |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Links
Video URL