2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

This film was created for Tik Tok to start a Tik Tok music dancing challenge. Zain Saudi telecom, produced an entire film, for the launch of the iPhone 12, to get people to pre-order the iPhone 12, without having the phone. Yes, we didn’t have the phone, because it wasn’t available yet in Saudi Arabia. So we shot a full film for the iPhone 12 without having the iPhone 12. instead, we created excitement, around the excitement. We made the whole film about people’s fingers, who couldn’t wait to touch the iPhone 12. We cast the best hands in the Kingdom, we did the wardrobe for these hands, and we composed a song for the fingers to dance on. Finally we placed the film on Tik Tok and launched the #fingerscantwait Tik Tok challenge, which pushed users to create their own films of fingers dancing to pre-order the phone.

Cultural / Context information for the jury

The new iPhone is first released in the states and Europe. It takes time to reach the Middle East. And it took even more time this year with the Cover-19 pandemic. Also, this film was played in outdoor places and it was the first time you saw dancing on outdoor in Saudi Arabia. Since dancing is forbidden for people, but not for fingers.