Brand | MTV |
Product/Service | MTV VACCINATION CAMPAIGN |
Entrant | TBWA\RAAD Beirut, LEBANON |
Category | Casting |
Idea Creation
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TBWA\RAAD Beirut, LEBANON
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Production
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WONDERFUL PRODUCTIONS Beirut, LEBANON
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Write a short summary of what happens in the film
Of the five million Lebanese people in the country, all of them consider themselves to be experts at something. Cooking, singing, running, photographing, writing, diving, climbing, nail-polishing, cleaning, piloting. Thousands of experts in hundreds of different subjects.
When everyone was offering their own input on how to best protect yourself from Covid, instead of telling people to stop giving out medical advice or refuting their suggestions, MTV encouraged people to be the experts they were, in all fields.
Instead of calling “bullsh@t” on every conversation – a strategy that sometimes backfires and puts people off – MTV agreed that all of them were experts. Yes.
You and me, we can all be experts. But leave medicine and medical advice to the real doctors.
Cultural / Context information for the jury
People in Lebanon were not signing up for vaccinations despite a massive push from the government. They relied mostly on the genius creations of friends and family, such as garlic diets and sticking items up their nose to block the airflow of the coronavirus.
A famous singer Ragheb Alama even went on TV claiming the vaccine is useless and people should rely on alternative methods to protect themselves.
To understand matters, MTV went ahead and began studying statements and conversations from all types of people talking nonsense about so-called homemade Covid treatments.
However, the conversations in themselves were not the problem. The real problem was that people are simply keen on trusting the ones who are closest to them, whether they’re family or friends.
Tell the jury about the casting process.
We didn’t actually go through a casting process, to highlight that this habit of giving out false prescriptions was a real problem in the country. The characters in our films were real people in Lebanon from all walks of life. We simply pinpointed them through word of mouth and asked them to “act out” the roles they played every day.
The first character was a housewife who shares her homemade recipes online, some of which supposedly keep the coronavirus at bay. The other was a bus driver who found himself jobless during the pandemic and took up several jobs to make ends meet; emboldened by his street smarts, he was known in his neighborhood for claiming nicotine is a better cure for COVID than the vaccine.
We simply worked closely with these people to help them deliver their lines and added our humouristic touch to dramatize the message.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Georges Kyrillos |
TBWA\RAAD |
Creative Director |
Jad Chidiac |
TBWA\RAAD |
Senior Art Director |
Nour Christidi |
TBWA\RAAD |
Copywriter |
Pia Haddad |
TBWA\RAAD |
Copywriter |
Ricardo Gasparian |
TBWA\RAAD |
Strategy |
Emad Doughan |
TBWA\RAAD |
Head of Digital |
Mira El Fil |
TBWA\RAAD |
Junior Designer |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Nelly Chahwan |
TBWA\RAAD |
Producer |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
André Chammas |
- |
Film Director |
Habib Ghobril |
MTV Lebanon |
Client |
Jean Nakhoul |
MTV Lebanon |
Executive Producer |
Links
Website URL
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Video URL