2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

What is that gliding elegantly in the sky? Is it a ribbon? Is it a bird? Mazoon Dairy has a taste for life, and it's spreading throughout the Sultanate of Oman. The logo transforms itself to take a journey and bring this feeling to the people. It transforms into many things, from birds, to leaves to even water. It travels through schools, markets, busy streets, mountain ranges. It fills the children's lunchboxes with nutritious food and Mazoon milk and Laban. It colours the streets of Oman. It takes water to the Simr tree (a native tree in Oman used in traditional cooking and burning) to give it life again. It finally takes its place at the dairy farm.

Cultural / Context information for the jury

The cultural dress and iconic scenery that can be seen throughout the film resonates uniquely with the target market. The people are proud of who they are and where they are from. We were careful to only use Omani cues in our film to maximize the feeling of ownership we were seeking to instill with the people of Oman.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

By using cultural references and the unique landscapes of Oman in our film, every Omani will instantly recognize these aspects. The dress for each scene was very important, from people walking in the markets, to the kid's school uniforms. The Dis Dasha worn by men have specific colour reference. The turban-style head scarves, also known as Mussar and a cap called a Kummah, relates to which region the people are from. These had to be carefully shown and selected throughout the film. We also had to look at specific logo transformations, as the cultural reference to certain animals in Oman can be negative. We used birds, butterflies, leaves, water and the actual logo shape for the transformations which all have positive meanings of new, fresh and transformation within Oman.