Creative Director
at
Leo Burnett MENA (Middle East & North Africa)
Giza Governorate, Egypt
| Title | Too Long - Tears of Winter |
| Agency | Leo Burnett Middle East & North Africa |
| Campaign | Two For One Ticket |
| Advertiser | DU Telecom |
| Brand | du |
| Date of First Broadcast/Publication | 2016 |
| Business Sector | Telecommunications Services |
| Philosophy | du has been providing their customers two movie tickets for the price of one religiously on every Tuesday since the past two years. This has been supported through award winning campaigns that mimic movie scenes. However, 2016 being the third consecutive year, required a different approach. So, we took a bold decision of moving away from showing movie scenes and flexing big production value; and instead, created films that showcase the ‘behind the scene’ and ‘making off’ aspect of movies. An aspect that really excites the movie lovers today. This is the kind of materials movie lovers search for. Having said the above, this year’s execution are humorous and explore the unknown side of movie makers while narrating the story of the script with supporting photographs that replace movie scenes. The entire set up is like a promotional interview taking place which allows the interviewer to ask questions about the movie that the movie makers answer because of their character and end up revealing the entire story (which is generally not the case). Why “Tears of Winter”? tears is obvious, and winter, well the film is set against a long rainy winter, and hence “Tears of Winter”. it is the story of “Mikael” a 50 year old widow man who loses his eyesight to a welding accident, and accordingly his 2 daughters leave him, taking everything with them, most importantly taking his only friend, his dog “Joy”, replacing him with, “uh…well yeah”. Mikael being blind, doesn’t really notice the difference, in fact he spends the entire winter, warming up to him, cuddling him, bathing him, not knowing that “Joy” is only the remains of his best friend. Towards the end, the daughters return, seeking even more harm, and they visit him in the night, replacing his dog shampoo with lighter fluid, when you soak a dog in lighter fluid, it is an accident waiting to happen. There is nothing left of the dog, like it just burned down completely, except for the nose, cause the nose is metal, there is a piece of nose at the end of the leash. He starts to smell around…like what is going on, but he can’t figure it out cause he is blind. Originally, its his grandmother’s grave, and we just re-painted it, you know the guys from our department just did a little “like a dog logo”, and stuff like that, so in the movie it is a dogs grave. |
| Media Type | Case Study |
| Length | |
| Production Company | Good People |
| Creative Director/Copywriter | Ali Ali |
| Creative Director/Copywriter | Maged Nassar |
| Account Director | Saad Yusuf |
| Account Planner | Saad Yusuf |
| Head of TV Production/Agency Producer | Shereen Mostafa |
| Sound Designer | Hosni Ali |
| Director | Ali Ali |
| Director | Maged Nassar |
| Producer | Michel Abou Zeid |
| Producer | Cynthia Chammas |
| Assistant Director | Pedros Tamizian |
| Director of Photography (DOP) | Pierre Mourakech |
| Editor | Filip Malasek |
| Editor | Amr Rabee |
| Music | Sary Hany "Key66" |
| Post Production | Luiz Paulo Furia |
| Coloring | Luiz Paulo Furia |
| Coloring | Karim Mira |
| Production Designer | Martin Kerjzlik |
| Line Producer | Rola Brzbohata |
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