2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

A man driven to the point of desperation by hunger contemplates eating cat food. That's when Talabat Super Saver steps in to save the day.

Cultural / Context information for the jury

Not many people know that talabat is the first food and grocery aggregator in the region to use the term 'Super Saver' and turn it into an ongoing offering that allows customers to enjoy a 50% discount across a wide range of restaurants. Since several other brands have started using this term, this campaign intended to make Super Saver synonymous with talabat. The idea uses a double entendre, i.e., a construct where the term 'Super Saver' became a SAVIOUR in specific food-related situations and conveys the value proposition aspect in a witty manner. It was brave to portray the generous discount as the secondary message regardless of how attractive it is in the competitive food delivery market. Instead of being associated with only savings and good deals, we focused on how talabat is always there for people in the variety of everyday (and not so everyday) situations.