CLIENT
Etisalat
Saadia Abdul Qayyum, Senior Manager Brand Management
Mahmood Farwiz, Director Brand & Consumer Campaign Management
Mohamed Hafez, Senior Vice President, Brand & Communications
Yasmeen El Mallah, Director Brand Management
Fares Fares, VP Digital Media, Planning & Strategy
Mohammed Almasfer, VP Media & Marcom Campaign Management
Ahmed Elgoweini, Director - Brand & Communication Strategy
Mohammed Samy, Director Social Media
Abdalla Ghandour, Digital Communications Manager
Mana Al Azizi, Social Media Manager
AGENCY
Dani Richa, CEO
Fouad Bou Mansour, Managing Director
Ali Zein, Executive Creative Director
Akram Dohjoka, Creative Director
Ahmed Otaibi, Senior Art Director
Ali Rez, Executive Creative Director
Samer Khansa, Business Unit Director
Mostafa Hashish, Strategy Director
Jarrad Pitts, Copywriter
Khaled Amairy, Copywriter
Alison Cordeiro, Copywriter
Jean Georges Prince, Copywriter
Hisham El Gamal, Group Account Director
Ahmed El Rafie, Senior Account Director
Tarek Radwan, Senior Executive
Dejavu
Manasvi Gosalia , Executive Producer
SUMMARY
In the Arab world, it's common for fathers to be called by their child’s name with the prefix ‘Abu’– i.e. Ahmed, the father of Sara, becomes Abu Sara.
On a rarely celebrated occasion – Father’s Day – we used the insight to highlight the father’s sacrifice for his family.
Our film had over 4M views, with over 800 shares, and users sharing images with their parents on all social channels. The initiative was featured in newspapers such as Al Bawaba, Al Watan, Al Bayan & Emirates Today.
