2022 Winners & Shortlists

PASTA ASSASSINS

BrandLIAMO
Product/ServiceLIAMO PASTA
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryConsumer Goods
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production WONDERFUL PRODUCTIONS Beirut, LEBANON
Additional Company PMG Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

Our film opens with a woman cooking pasta for dinner as we hear a Godfather-like voice over. The voice over says, “You’ve been making dinner for the past hour. Finding that perfect balance some call al dente. Crispy, yet tender. Tender, like you love for your children. And once that dinner is finally ready, your beloved children will be…off gaming?” We cut to the woman’s son, who is in his bedroom playing a video game. The VO continues, “This cannot happen. That’s why LIAMO pasta is making you an offer you cannot refuse.” We cut back to the mother now opening a laptop, and logging on to LiamoAssassins.com. The voice over then explains that, thanks to this new free service from LIAMO pasta, you can have a pro gamer take down your kid in their favorite game so they’ll come back to the dinner table.

Cultural / Context information for the jury

Although gaming is popular worldwide, it is particular popular in Lebanon and across the Middle East. As a result, Lebanese parents are finding it increasingly difficult to get their children away from their gaming consoles and back to the dinner table.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Jim Robbins TBWA\RAAD Executive Creative Director
Alex Pineda TBWA\RAAD Executive Creative Director
Joe Lahham TBWA\RAAD Managing Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Dushan Drakalski TBWA\RAAD Creative Director
Rodrigo Scapolan TBWA\RAAD Senior Art Director
Elsa De Bruyn TBWA\RAAD Copywriting
Ricardo Gasparian TBWA\RAAD Strategic Planner
Camilo Rojas TBWA\RAAD Motion Design
Majdy Alawna TBWA\RAAD Arabic Copywriter
Marianne Sargi TBWA\RAAD Head of Production
Rozy El Beainy TBWA\RAAD Production
Emad Doughan TBWA\RAAD Head of Digital
Dina Salem TBWA\RAAD Social Media Director
Romy Abdelnour TBWA\RAAD PR & Communications
Diana Georges TBWA\RAAD Client Servicing
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Abs Samad Publishme Global Esports Manager
Reem Saade Publishme Global Operations Director
Rytta Mezher Wonderful Productions Producer
Fadi Kassem - Director/DOP
Chadi Mjahed - Production
Lea Hambarsounian - Wardrobe Stylist
Rachel Lahoud - Casting Director
Elissia Chamat - Production Manager
Andrea Abi Khalil - Food Stylist
Elie Iskandar - Voice Over
Saleh Ghazal OMD UAE Media Placement
Paoula Abou Sleimane OMD Media Placement
Gabriel Salame OMD Media Placement
Mohammad Abdel Razzak OMD Media Placement
Gina Maayeh OMD Media Placement