The Life of the Internet.
Ooredoo's Ramadan 2021 animated film imagined the internet as a child that people have raised carelessly, and asked viewers to start looking after it during the holy month.
- Brand
- Ooredoo
- Agency
- FP7 McCann Doha / FP7 McCann Dubai
- Market
- Qatar
- Region
- Global
- Year
- 2021
The challenge
Ooredoo's brand stands for enjoying the internet, yet online hate, shaming, bullying and fake news make it an unhappy place for many. The group wanted to reach younger people in Ramadan without another promotional ad or music video, and saw animation, still rare in the region, as a way through the season's clutter.
The idea
FP7 McCann Doha and French 3D studio Digital District Paris made an animated film in which the internet is born in a lab and grows up as a child shaped, and neglected, by everyone around it, before closing on a shared iftar and the line 'So this Ramadan, let's start taking care of it'. It ran on TV, outdoor and digital channels (YouTube, Facebook and Instagram, plus Twitter, Snapchat and TikTok in the Gulf) in Oman, Qatar, Kuwait, Palestine, Algeria and Tunisia, and in Indonesia, Singapore, Laos, the Maldives and Myanmar, with digital media planned and bought by Artefact.
Case study source: Campaign Middle East Source ↗
