Brand | ALULA |
Product/Service | FESTIVAL MARKETING |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Editing |
Idea Creation
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LEO BURNETT Riyadh, SAUDI ARABIA
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Production
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DEJAVU Dubai, UNITED ARAB EMIRATES
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Post Production
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DEJAVU Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
This film is not your everyday festival film because AlUla is not your everyday festival site.
AlUla is a magical place, where everything is happening right now.
The objective of this film is to showcase it in a bold, epic way.
The realism gives the film real depth and detail.
But mainly, it gave us room to develop a powerful aspirational piece reflecting the essence of AlUla.
The film follows a mysterious woman who finds a random piano at AlUla, she forgets about her friends and starts playing, random keys, that turn out to become a symphony. And that symphony continues across different places by different people.
The woman, transitions, graphics, all move to a special rendition of Beethoven’s Für Elise. Specially recomposed to celebrate every unique emotion and sensation at AlUla.
This film is a poetic symphony brought to life, worthy of a UNESCO world heritage site.
Cultural / Context information for the jury
AlUla is the gem and pride of Saudi Arabia. It’s a UNESCO heritage site. People travel from all over the world and the Kingdom to immerse in its heritage.
That also means that AlUla is perceived more as a cultural destination and less as a festival destination.
To activate the festival season, and cut through the local and international competition, we needed to position festivals at AlUla to be as unique as AlUla is. So, we set off to show how a festival at AlUla is not to be missed, because it is unlike any other festival.
And our film made its cultural imprint:
101,208,849 Impressions
34,003,359 Views
1,436,600 Clicks
829,517 Engagements
Featured on more than 1443 media channels and publications
Brand Awareness increased from 54% to 66% in KSA
Brand Consideration from 33% to 44% in KSA
Website data proved travelers were getting more interested in the destination
Tell the jury anything relevant about the edit. Do not name the editor.
The whole magic happened in the edit. Because it married the footage and music, and turned the whole film into a symphony.
We selected an editor that has vast experience and sensibility in musical film and we had the music composer and the director present during the entire edit. The three worked together like an orchestra to match the film with the epic Für Elise rendition.
The editing goal was to achieve a heightened sense of a musical orchestra pace with the visuals. From transitions, to moods and actions, the momentum had to be dynamic, draw us to the scenes, go on an aspirational crescendo and end on a high note.
But most importantly, every time a woman played an instrument, we made sure that it was in total synch with the rendition.
At the end, every grain of sand in AlUla, moved to the beat of the rendition.
Credits
Mohammed Bahmishan |
Publicis Communications |
support |
Mohammed Sehly |
Leo Burnett |
Ideation/Execution |
Farah Abouchacra |
Leo Burnett |
Ideation/Execution |
Bilal Kabbani |
Leo Burnett |
Support |
Melanie Desouza |
Royal Commission for AlUla |
Support |
Charlotte Eland |
Royal Commission for AlUla |
Support |
Khawla Rayes |
Leo Burnett |
Execution |
Thamer Farsi |
Publicis Communications |
Support |
Virgil Ferragut |
Dejavu |
Direction |
Manasvi Gosalia |
Dejavu |
Production |
Marwan Diaa |
Leo Burnett |
Support |
Links
Video URL
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Video URL