2020/2021 Winners & Shortlists

THE FEAR IS REAL

BrandTHE AMERICAN UNIVERSITY OF BEIRUT
Product/ServiceTHE AMERICAN UNIVERSITY OF BEIRUT
EntrantMEMAC OGILVY LEBANON Beirut, LEBANON
CategoryCorporate Social Responsibility (CSR) / Corporate Image
Idea Creation MEMAC OGILVY LEBANON Beirut, LEBANON
PR MEMAC OGILVY LEBANON Beirut, LEBANON
Production SPONGE PRODUCTIONS Sharjah, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

The video opens on teenage girls dressed in two Halloween costumes, coming out of what sounds like a Halloween party. One of the girls notices someone coming towards them. Her friend grabs her and they both run off in fear. The film continues in the suburban-like neighborhood, with eerie background music, and an overall Halloweeny vibe. We see youngsters in spooky costumes hiding, fearing, and running away from this mysterious person. Throughout the video, we (the viewer) don't see this person's face. In the end, just as this person steps into the light, his face is revealed. We understand why everyone was petrified. But he looks normal. Just not the new normal. He's not wearing a face mask. As he makes his way into the light, the end message appears on screen: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others (graphical face mask appears).

Cultural / Context information for the jury

Halloween is one of the most anticipated events for the youth in Lebanon. Each year, kids and young adults go trick or treating, costume parties, major pub streets, and hang out at key public districts that are always filled with youngsters in their spooky and scary Halloween costumes all enjoying this yearly awaited event.

Credits

Name Company Role
Patou Nuytemans Memac Ogilvy Chief Executive MENA
Juggi Ramakrishnan Memac Ogilvy Chief Creative Officer
Samer Abboud Memac Ogilvy Regional Managing Director
Philippe Aprahamian Memac Ogilvy Executive Creative Director
Elie Choueiry Memac Ogilvy Creative Director
Mariella Abdo Memac Ogilvy Client Service Director
Elie Azzi Memac Ogilvy PR Director
Tina Arab Memac Ogilvy Associate Creative Director
Jad Karout Memac Ogilvy Senior Art Director
Malek Badreddine Memac Ogilvy Senior Copywriter
Richard Whaibe Memac Ogilvy Graphic Designer
Johnny Yaacoub Memac Ogilvy Graphic Designer
Majd Daaboul Memac Ogilvy Social Media Manager
Elsa Abou Fayssal Memac Ogilvy Account Executive
Mona Melhim Sponge Productions Executive Producer
Marie Rose Osta Sponge Productions Director
Mark Khalife Sponge Productions Director Of Photography
Sarah Keyrouz Sponge Productions Wardrobe Artist
Samantha Ayoub Sponge Productions Makeup Artist
Nicolas Khoury Sponge Productions Editor
Links
Video URL