Jeelna Youth Platform - "This is GenZ(ain)"

Adpro Communications

Adpro Communications Amman, Jordan

Awards

1562

Brand: Jeelna Youth Platform
Country: Jordan

Advertiser: Zain Jordan

Title	This is GenZ(ain)
Agency	Adpro Communications
Campaign	Jeelna
Advertiser	Zain Jordan
Brand	Jeelna Youth Platform
Posted	March 2022
Business Sector	Telecommunications Services
Story	Jeelna in Arabic means our generation, a generation that is coming of age amid the dramatic post-covid socioeconomic tumult. When the whole world had to adapt to the shift towards digital, for Gen Z, this was nothing new. A generation that never drew a distinction between the digital and the physical realm. Zain understands this and designed a platform accordingly, a line, that allows them to move, create and exist between those two worlds, and the film is a representation of exactly that, the transition between the real and the virtual, the courage and the fear, what is and what can be.
Philosophy	Jeelna in Arabic means our generation, a generation that is coming of age amid the dramatic post-covid socioeconomic tumult. When the whole world had to adapt to the shift towards digital, for Gen Z, this was nothing new. A generation that never drew a distinction between the digital and the physical realm. Zain understands this and designed a platform accordingly, a line, that allows them to move, create and exist between those two worlds, and the film is a representation of exactly that, the transition between the real and the virtual, the courage and the fear, what is and what can be.
Problem	The brief was to create and deliver a film that launches Zain Jordan's latest Youth Platform. Coming in as the third entrant into the category, the challenge was coming in as the latest and not last youth offering while repositioning competition and making them feel out of touch with a generation coming of age.
Result	This generation is constantly seen as out of touch, glued to their phones, virtual diaries, and gamified avatars. The solution was simple. We needed to showcase the youth for who they are, and the film did precisely that, it celebrated and validated this generation: digital natives that live fast and never remain idle, shapeshifting, changing, and evolving to conquer, achieve and move forward.
Media Type	Television
Length	64 seconds
Market	Jordan
Production Company	Good People
Executive Creative Director	Rana Hamarneh
Creative Director	Rami Qaddoumi
Creative Director	Tarek Khoury
Art Director	Eyad Hussein
Client Servicing and Strategy Director	Laith Faraj
Senior Account Director	Mustafa Sabri
Sr. Graphic Designer	Meriam Karadsheh
Account Director	Ahmad Al-Dada
Strategy Director	Rizek Jildeh
Head of Social Media	Omar Al-Saadi
Senior Account Executive	Rana Samaha
Account Executive	Haya Naber
Marketing Director	Shantal Abu Sharar
Marketing Manager	Azzam Abu-Hanieh
Director	Maged Nassar
Producer	Chantal El-Haber
Animation	Anas Makkawi
Creative Partner	Zeyna Salem
Director of Photography (DOP)	Pierre Mouarkesh
Executive Producer	Khaled Zaki
Production Art Director	Lionel Soria
Wardrobe / Stylist	Michella Bteich
Casting Director	Rita Gergess
Assistant Director	Dzovig Torikian
Post-production Producer	Maria Succar
Editor	Amr Rabee
Animation	Bassam Hussein
Animation	Tariq Ali
Animation/Visual Effects	Mahmoud Ghali
Animation/Visual Effects	Toby Cato