Increasingly the gap between the older and younger generations is widening. During the Holy Month of Ramadan, Qtel decided to embark on a campaign to bring people closer together. ‘It’s time to talk again’ raises the issue through a six-part TV ad series, airing throughout Ramadan and Eid. The TV campaign, developed and executed by Leo Burnett Qatar, follows the bored Jawaher who reluctantly goes to her grandmother’s house only to be delighted by her grandmother reminiscing about the past. Her grandmother draws the memories from her Sunduk (traditional wooden box). Tactical support and special offers throughout Ramadan are communicated through print, outdoor, DM and in-mall activity. The campaign also includes a CSR initiative titled ‘The Convoy of Goodwill’.
Project Qtel Ramadan 2011
Client Qtel
Creative agency Leo Burnett
Executive creative director Peter Bidenko
Creative directors Munah Zahr, Mohamed Oudaha, Mohammad Halabi
Copywriters Clevin Antao, Michael Habre, Shadi Khermasho, Peter Bidenko
Art directors Rafael Rizuto, Shradha Joshi
Agency producer Basma El-Mujtahed
Account director Joe Allahham
Planners Nicolas Chidiac, Elliot Bastien
Production company Filmworks
Director Ali Mostafa
Producer Kaya Smythe
DOP Michael Brierley
Media agency UM
Exposure TV, print, OOH, in-mall, in-store collateral, internal communications, DM and 1-2-1 collateral
