2022 marked a massive shift for Etislalat - the region's largest telco provider, firstly transforming into a tech-centric entity e& and secondly, moving to a new agency partner after ten-plus years with their previous creative partner.
Publicis Groupe, led by Saatchi & Saatchi entered the pitch in February 2022. My team and I worked on one of the five pitch briefs. The Freedom brief revolved around the brand's premium post-paid contracts.
Upon presenting and shortlisting, Publicis Groupe was awarded the business and the Freedom brief's work was considered the best of the entire pitch proposal
The films
The approach for the films was to use real people's moments captured on video.
To illustrate that wherever and whenever a moment takes place, your device partnered with e&, is in the prime position to capture and share. This film style can be easily expanded into different occasions and mediums thanks to it's "found" nature.
