du / UAE / 2014Film
Two for One Tickets (Too Complicated, Too Depressing).
A series of cinema spots for du's two-for-one Tuesday tickets showed films too complicated, too boring, too scary or too depressing to sit through alone.
- Brand
- du
- Agency
- Leo Burnett Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2014
The challenge
du wanted a clutter-breaking way to promote Cinema Tuesdays, its offer of two cinema tickets for the price of one, and to get people to stop going to films alone.
The idea
Each short film parodied a genre and ended on a line about not watching films alone. The first four, Too Complicated, Too Boring, Too Scary and Too Depressing, were directed by Ali Ali and Maged Nassar, shot in Lebanon on an ARRI Alexa, produced by Dubai's Dejavu and shown in cinemas in January 2014. The platform continued in 2015 with further films, including Too Informative.
Results
- BroadcastPro Middle East reported that the two Gold Lions in 2014 were the UAE's first Gold in the Cannes film category.
Case study source: BroadcastPro Middle East Source ↗
Awards
- Cannes Lions 2015Film Craft LionsBronze
- Cannes Lions 2014Film LionsGold
- Cannes Lions 2014Film LionsGold
Credits
- Creative agency
- Leo Burnett Dubai
- Production
- Dejavu
- Director
- Ali Ali
- Director
- Maged Nassar
- Executive Producer, Dejavu
- Manasvi Gosalia
