Touch – MyPlan nails end of year season!
By Admin I: It seems that the only worthy advertising competition in Lebanon is going between the two telecommunication brands Alfa and Touch that keep on topping expectations and setting new standards for good genuine Lebanese advertising. As mentioned in earlier posts, what’s smart in these two cases is the fact that each is using a different approach; while alfa speaks to the mass using Lebanese insights and slangs (kudos to Rana Najjar on the copywriting job and congrats for the Effies award on ‘Uchat’) Touch and JWT Beirut decided to make the shift.
‘MyPlan’ is probably ‘the’ eye candy of 2012, with a meticulous work on art direction and set design, producing what is indeed a spot-on set of visuals that you’d put on a loop each and every time to be able to catch all details. So if your competitor speaks to a certain level of audience, play your smart card and add to it, and that’s exactly what JWT did by the well calculated reach for Mashrou’ Leila’s lead singer ‘Hamed Sinno’ to add his signature vocals to the campaign, and here you go, now you have all Lebanese hipsters and their unicorns set to fantasize about a TVC!!
I’m sure ‘MyPlan’ has its flaws, conceptually, but the fun witty copywriting firing alfa’s midline from one end, and hinting MTC’s previous ‘bati2, sari3’ from the other, totally sells this work of genuine visual art (fingers crossed, I don’t want to receive a video spotting a copycat!).
If you’re an agency that truly cares about art direction and doesn’t ignore ‘design’ because of a pretentious claim of having too much work to do, then you’re totally worth respect! Congrats JWT!
Agency: JWT Beirut
Production House: ..ne.a Beyoruth Prod.
Executive Producer: Pierre Sarraf
Director: Ali Ali
Art Director: Martin Krejlic
DOP: Pierre Mouarkech
Producer: Joanna Saliba
Production Manager: Reine Razzouk
Production Coordinator: Christy Massabni
Casting Director: Mia Daybess
Wardrobe Manager: Maya Kassis
Props: Mike Kahi, Najib Mrad, Sara Chaoul, Rana Chaoul, Joe Youssef, Elie Khayat, Ali Serhane
Grading: Dima Geagea
Music Score: Sary Hany
Performance: Hamed Sinno