Brand | CONNECT |
Product/Service | CONNECT INTERNET |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services / Business to Business |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Production
|
TRUFFLE FILM Beirut, LEBANON
|
Write a short summary of what happens in the film
The film promoting Connect’s wireless bundle showcases a couple living in a small village in Romania.
It starts off with a woman serving her husband a new and unfamiliar dish, encouraging him to try it. He thinks the food is delicious and asks where it’s from. The wife says she learned it from a woman living in a remote village in Lebanon.
He asks what’s the dish, she replies “sheep intestines”. The husband was shocked.
Upon realizing what he just ate, he naturally vomits everything and goes into a panic. After that, a voice-over says that anyone can be an “influencer” and share their own culture with the world with the help of Connect’s wireless bundle, closing with the tagline: “Let the world follow you” ("خلّي العالم يتابعِك").
A comedic post-pack shot then shows the husband asking, “where the hell did you get the testicles from?!”
Cultural / Context information for the jury
Lebanon has one of the slowest internet speeds in the world. Unfortunately, there was nothing that the people could do, as the telecommunications market in the country has always been dominated by two main players: MTC Touch and Alfa.
Despite their lackluster service and frequent shutdowns, their large market share had driven many small yet effective competitors out of business, and consumers had no choice but to use their expensive services.
There was, however, a group of people that were quite difficult to reach: people living in the country’s remote villages who mainly cared about their close-knit communities, and more importantly, being the village “star”.
Connect, a low-cost brand that sells Internet packages for areas with poor connectivity, had an opportunity to enable these villagers to become “stars” by connecting with the world and sharing one essential part of their identity: their traditional recipes.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Georges Kyrillos |
TBWA\RAAD |
Creative Director |
Christopher Ghorayeb |
TBWA\RAAD |
Associate Creative Director |
Jad Chidiac |
TBWA\RAAD |
Art Direction |
Mohammad El Tayech |
TBWA\RAAD |
Strategy |
Marianne Sargi |
TBWA\RAAD |
Head of Production |
Rozy El Beainy |
TBWA\RAAD |
Production |
Diana Georges |
TBWA\RAAD |
Client Servicing |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Michel Abou Zeid |
Truffle Film |
Executive Producer |
Cynthia Chammas |
Truffle Film |
Executive Producer |
Antoine Sfeir |
Truffle Film |
Producer |
Omar Shokry |
- |
Film Director |
Yves Sehnaoui |
Truffle Film |
DOP |
Rawan Bazerji |
Truffle Film |
Production |
Missy Tohme |
Truffle Film |
Wardrobe Stylist |
Rana Salem |
Truffle Film |
Production |