2020/2021 Winners & Shortlists

THE REAL VALUE OF TRAVEL

BrandWEGO
Product/ServiceTRAVEL
EntrantWEGO Dubai, UNITED ARAB EMIRATES
CategoryTravel, 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

Name Company Role
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