It's a universal truth that as we grow up, we lose that sense of childlike wonder for the world around us. Life begins to feel smaller, more confined and at times overbearing; you long for that sense of freedom that once was. Told through the story of a young man who is confronted by life's obligations, we see flashes of his innocent past juxtaposed with his struggles of today, until the pure power of the Wrangler Rubicon 392 enables him to free himself, to escape from the pressures of life and breathe again - to become that kid again. Happy, fearless, wild…roaming free.
Cultural / Context information for the jury
Coming off the back of a year predominantly spent confined indoors, we wanted to connect with our audience on a deeper, more visceral level and convey the sense of freedom and adventure that awaits with the new Wrangler Rubicon 392. Our human truth, that as we grow up we begin to feel more confined, more confronted by the things life throws at us, is amplified in our region. Our society, our cultural norms, our familial pressures can at times feel overbearing to the point of feeling caged. In this film we wanted to balance that tension with the feeling of freedom that comes when you put your foot down and roam free in the powerful Wrangler Rubicon 392. We wanted to capture that feeling of breaking free through an invitation to Rewild Yourself.
Tell the jury anything relevant about the edit. Do not name the editor.
The edit had to capture the intensity of our protagonist’s story. The rhythm and emotion growing and building to pull the audience in. We wanted people to feel the struggle and tension, through the many layers of life almost to the point of feeling overwhelmed, till the roar of the Wrangler’s engine frees our protagonist and in a sense, the viewer.
Credits
Name
Company
Role
Nadine Ghossoub
Science & Sunshine
Chief Executive Officer
Ash Chagla
Science & Sunshine
Creative Director / Copywriter
Wael Baytamouni
Science & Sunshine
Associate Creative Director / Art Director
Steven Khoury
Science & Sunshine
Senior Account Manager
Myriam Ghazal
Science & Sunshine
Senior Account Manager
Moussa El Fakih
Science & Sunshine
Account Executive
Melhem Najm
Stellantis Middle East
Head of Marketing and Digital Middle-East & Africa