7: BRAND ENTERTAINMENT (Branded film/video (factual))

Forgotten Names - Etisalat - Etisalat JPG
Forgotten Names - Etisalat - Etisalat MP4 1m:51s

Forgotten Names - Etisalat

Forgotten Names - Etisalat - Etisalat


Title of Entry: Forgotten Names
Brand: Etisalat
Product/Service: Etisalat
Client: Etisalat
Entrant Company: Impact BBDO
Creative Agency: Impact BBDO Dubai
Duration of Entry: 02:00
Chief Creative Officer: Paul Shearer
Creative Director: Akram Dohojka, Kean Hartnady
Art Director: Ahmed Otaibi
Copywriter: Jarrad Skye Pitts
Account Executive: Samer Khansa, Hisham El Gamal, Ahmed El Rafie
Production Company: Dejavu
Date of Release: 2019-06-21
Notes: Etisalat, a brand that quickly grew to become the MENA’s (Middle East & North Africa’s) largest telecom had lost touch with consumers. People felt that over the years the brand had lost its human touch and had begun to feel cold and corporate. To get people to engage with its platform of togetherness, we locked onto an Arab insight.

June 21st, Father’s Day to the world but not in the Middle East. In the Arab world, a father carries their eldest child’s name as a reflection of love and pride; the Abu’ tradition. Etisalat decided to commemorate this noble tradition by creating a social film that reminds people of this tradition and by asking them to use #IamTheSonOf / #IamTheDaughterOf or #أنا_ابن / #أنا_بنت on June 21 to reflect their appreciation for their fathers.

Results & achievements:
- Highest Brand Awareness in 2 years
- Highest Ad Awareness in 4 years
- Brand Power increase by 9%
- More than 4 Million views in 2 days
- 10Million+ impressions
Other Credits: Executive Creative Director: Ali Rez
Other Credits: Regional Creative Director: Ali Zein
Other Credits: Strategy Director: Mostafa Hashish
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