Connect Unlimited - "The Al Mouwalled's"

TBWA\RAAD

TBWA\RAAD Dubai, United Arab Emirates

Awards

4866

Brand: Connect Unlimited
Country: United Arab Emirates

Advertiser: Connect

Title	The Al Mouwalled's
Agency	TBWA\RAAD
Campaign	The Abou Khalaf's
Advertiser	Connect
Brand	Connect Unlimited
Date of First Broadcast/Publication	2019
Business Sector	Telecommunications Services
Philosophy	The Abou Khalaf's get ready for a family portrait picture, as we slowly discover they are a huge family with 15 kids. Lebanese urbanites often joke about their rural cousins having larger families because they have little else to do but procreate. And the facts support that, since according to the National Center for Statistics, access to the internet is one of the major contributing factors to the growing gap between rural and urban birth rates in Lebanon. Women living in big cities average 2.1 children, while those living in more remote areas are double the national average. Since Connect is the country’s leading wireless broadband provider, we wanted to bring this insight to life with a pinch of local humor and within an irreverent, documentary-like format. We’ve also played with the family names on each layout: “Al Mouwalled” (The Generator) and “Abou Khalaf” (Father Of All Successors), both hint at an inexhaustible capacity to have children.
Media Type	Print
Length	46 seconds
Chief Creative Officer	Walid Kanaan
Executive Creative Director	Fouad Abdel Malak
Executive Creative Director	Manuel Bordé
Art Director \ ACD	Oswaldo Sa
Copywriter	Leonardo Konjedic
Art Director	Pedro Velasquez
Agency Producer	Randa Halal
Head of Production	Rouba Asmar
Creative Services Managers	Hazem Atieh
Creative Services Managers	Ezzat Habra
Corporate Communications Director	Romy Abdelnour
Director	Jad Eid
DOP	Zaven Barsoumian
Executive producer	Joyce Hadife
Grading	Bilal Hibri
Editor	Margot Chedid
Audio	Harry Hedeshian
Locations	Picture House
Photographer	Fouad Abdel Malak