Client: Zain
Creative Agency: Adpro Communications
Media Agency: Adpro OMD
Client: Zain Jordan
Production House: Good People Films
Creative Director: Rami Qaddoumi
Creative Director: Tarek Khoury
Senior Art Director: Mohammed Raquban
Senior Copywriter: Ammar Al-Omari
Motion Graphics Designer: Anas Makkawi
Client Servicing and Strategy Director: Laith Al-Faraj
Account Director: Ahmad Al-Dada
Account Manager: Rizek Jildeh
Account Executive: Haya Naber
Director of Marketing Communications: Shantal Abu Sharar
Marketing Manager: Azzam Abu Hanieh
Head of Production: Sarah Touma
Producer: Chantal El Haber
Director: Samir Siryani
Director of Photography: Pierre Mouarkech
Post Production House: Lucid Post
Country: Jordan
Published: November 2020
Synopsis:
At a time where the whole world is fixated on the Covid-19 virus, and constantly on the lookout for the most recent updates on the vaccine, research has shown that the younger generations want to hear less from brands about covid-19 messaging, and more of ‘normal’ messaging. People are fatigued by what has felt like relentless negative news. There is a decline in interest towards communications that are overly serious. This suggests that people are in need of light relief. A survey by Magid highlights that Gen Z have shifted their desire for “stoic concern” in favour of content that makes them laugh. Consumers today crave humour and levity, and our campaign intended to do just that while also remaining relevant with what with our target group will relate to… situations they can understand and assimilate to, making the brand closer to the people, with communications that is smart and witty.
The films are based on an infamous Jordanian saying, "it's giving me gray hair," for all things frustrating, the films highlight what a lousy network and continuous frustration can do to you. The films build on that insight by exaggerating the loading time, the interruption time, and the waiting time to time that feels much longer than it is. In waiting mode, the same characters seen on outdoor, social and digital age, waiting for the content to load.