Brand | LIAMO |
Product/Service | LIAMO PASTA |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer 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
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 |