Brand | ALMOSAFER |
Product/Service | RAMADAN 2020 |
Entrant | FP7 McCANN RIYADH, SAUDI ARABIA |
Category | Breakthrough on a Budget |
Idea Creation
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FP7 McCANN RIYADH, SAUDI ARABIA
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Media Placement
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FP7 McCANN RIYADH, SAUDI ARABIA
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PR
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FP7 McCANN RIYADH, SAUDI ARABIA
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Production
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DÈJÁVU Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
"Stories of Mecca", the world’s first crowdsourced film for Mecca, shares - how for the first time in history due to the COVID-19 lockdowns - if people from around the world could not travel to Mecca, their stories of Mecca could travel around the world.
Presented in a vertical social media 'story' format that's mobile-first, the film replicates the journey of pilgrims from around the world – from arriving in Saudi Arabia, driving to Mecca, conducting the initial part of their pilgrimage at the Holy Mosque and the Ka'aba (Holy Stone), circumambulating, praying, offering supplication and then, proceeding to other rituals such as the circuit walks between two mountains.
Shown through the eyes of real pilgrims, it's an emotional and compelling viewing experience because it isn't a film made of library images or videos. It's a film made from people's libraries - of their memories from their pilgrimage to Mecca.
Cultural / Context information for the jury
Mecca, Saudi Arabia, welcomes 2.5 million pilgrims, worldwide, in Ramadan and Eid. But, in 2020, due to the debilitating global health crisis owing to COVID-19, Mecca, for the first in recorded history, was put under an absolute lockdown, during Ramadan and Eid - for both Saudi Arabia and the world.
Almosafer, a popular travel platform from Saudi Arabia (think Booking.com’s equivalent in Saudi Arabia), wanted to be top of mind when the skies opened.
When we surveyed people in Saudi Arabia about the first place they’d travel to when the lockdown ends, 84% said it’d be Mecca.
We did not want to do a generic COVID-19 washing film in Ramadan.
And we did not want to pick library videos or stock images to create a generic Mecca film.
We wanted to tap into people’s personal libraries – their personal memories and stories of Mecca when they could travel to Mecca.
Credits
Mohamed Qanati |
Almosafer |
Head of Marketing |
Dany Azzi |
FP7 McCann Riyadh |
Executive Creative Director |
Tahaab Rais |
FP7 McCann MENAT |
Creative Director, Writer, Art Director |
Hosam Mbarak |
FP7 McCann Riyadh |
Head of Arabic Copywriting |
Ounsy Nassar |
FP7 McCann Riyadh |
Art Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Manasvi Gosalia |
Dejavu |
Executive Producer |
Tahaab Rais |
FP7 McCann MENAT |
Film Director |
Aeyaz Hassan |
Dejavu |
DOP and Cinematography |
Ayas Hassan |
Dejavu |
Editor, Grading and Colourist |
Ashraf Muhammedunny |
FP7 McCann Riyadh |
Motion Artist, Grading and Colourist |
Brittin Lane |
Brittin Lane Music |
Vocalist |
Joe Dickinson |
Joe Dickinson Music |
Composer |