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As the United Nations Ocean Conference in Nice has just concluded and the effects of climate change continue to be
Being behind in market share due to fragmented communication, STC Broadband desperately needed a brand upgrade. As the release says, "The challenge was to anchor an emotional benefit for this platform in order to enhance STC’s image, while tackling the various functional RTBs: Best Coverage, Speed, Quality of Service, Innovation, Competitive Pricing, and Flexibility of Packages and Interfaces."
Well, JWT Beirut did that in a very creative way. They launched an online content hub called LaYwagif, featuring a sitcom with multiple episodes and seasons.
To talk about their roaming service, they created a show called "Rayi7 Rayi7." In it, a poor guy can't travel with his friends to Dubai because his passport has expired. However, that's not going to stop him one bit. His friends create a substitute version of him, a kind of life-sized puppet, with his face on a tablet the entire time. This way he can experience Dubai with is friends even if he isn't there.
The online series has been a success with thirty seven million views across all episodes.
Agency: J. Walter Thompson Riyadh
Client: STC (Saudi Telecom)
Chief Creative Operation Officer: Chafic Haddad
Executive Creative Director: Rayyan Aoun
Associate Creative Director: Rawad Eldahouk
Copywriter: Daniah Al Aoudah
Business Director: Fayez Jabri
Account Director: Jad Haddad
Account Manager: Ahmad Shatila
Planning Director: Charly Wehbe
Production Director: Joe Abou Daher
Production Company: Dreambox
Director: Cherine Khoury