Brand | WEGO |
Product/Service | TRAVEL |
Entrant | WEGO Dubai, UNITED ARAB EMIRATES |
Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Idea Creation
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Our film follows different travelers, from all walks of life, as they journey through an airport’s departure terminal. As we meet each character, our narrator reveals there are very different reasons for going.
Each character framed in their own vignette, the reasons for “going” extend far beyond the typical “headed on holiday” trope and explore a much deeper understanding of real human reasons for traveling.
A fiancé going to pop the big question. An exhausted couple taking the twins to see grandma. A group of executives rushing to a pitch presentation. A group of friends heading back from a disappointing football match.
We end with a very simple tagline “For these reasons and millions more. We go.”.
Cultural / Context information for the jury
In the Middle East, travel is a part of everyday life.
Sure, people go for a holiday, but that accounts for such a small fraction of the reasons why we get on airplanes. The list of motives for travel is so much richer and more diverse than is currently shown in most travel advertising. So, we decided to dig down into real, authentic, and, most importantly, relatable reasons for travel.
Since the UAE is a cultural melting pot, we knew that the reasons portrayed in our film would have to vary – not only in terms of story, but character and emotion.
We needed to show that a great number of people across the region are separated from their loved ones; that people here are always on the go; that people can just jump on a last-minute flight to go and see a football match - all in one film.
Credits
Ryan Reed |
M&C Saatchi |
Creative Direction |
Ramzy Haddad |
M&C Saatchi |
Creative |
Ben Lees |
M&C Saatchi |
Art Director |
Braden Deatcher |
M&C Saatchi |
Copywriter |
Natalie Cooke |
M&C Saatchi |
Strategy |
Antony Stearns |
M&C Saatchi |
Strategy |
Carrera-Jade Simmons |
M&C Saatchi |
Client Servicing |
Loulia Almidani |
M&C Saatchi |
Client Servicing |
Shahir Zag |
Deja Vu |
Film Director |
Manasvi Gosalia |
Deja Vu |
Production |
Steve Gergess |
Deja Vu |
Production |