Ooredoo is a global telecommunications brand. Its brand stands for Enjoy the internet. The internet is not always enjoyable. It’s not always used well. Like all of history’s inventions it was birthed with good intent but its impact in our lives and on our world comes down to how people use it. From bad news being shared to online hate. From cyberbullying to online shaming. From fake news to trolling. The internet can be an unhappy place because of how people use it.
Ramadan is a month that encourages people to make things better, create more positivity around us, be generous and kinder to others, be more appreciative and look at our world positively.
Like most religious events, Ramadan has become marketing gold. Brands fill the media with promotional Ramadan campaigns, Ramadan music videos and standard goodness campaigns. Ooredoo wanted to do something different. It wanted to make the internet a better place, inspiring younger people in particular to create the changes needed. The idea comes from FP7 McCann Doha and the agency has created an animated allegory to do so, an allegory in which the internet is a child, one that we’ve shaped in our image. And that’s not all good.
The result is an internet with a lot more issues than it would have had with a loving upbringing and a loving village. Happily, the film concludes, the internet is still young. There’s time to save it.
The campaign’s hero film is supported by shorter videos that highlight the many ways people can use the internet to do good.
Sheikh Mohammed Bin Abdulla Al Thani, deputy group chief executive officer at Ooredoo Group, commented, “As we move ever closer to an age of complete digitalisation, the internet develops with us, and so its power and potential grow; much like a child grows and develops towards adulthood. We hope our campaign will inspire enough people to think and reflect. The internet is what we make it, a reflection of our society so let’s make it a positive one starting this Ramadan.”
Client: Ooredoo Group
Senior Director – Brand & Media: Fabio Bellicanta:
Consultants: Mohamed Bourai & Huda Barakat
Director – Media Agency Performance: Christopher Sadana
Senior Manager – Brand: Lara-Lynn Schmallenberg
Agency: FP7 McCann Doha
Executive Creative Director: Gareth Paul
Creative Director: David Schild
Creative Strategy: Tahaab Rais
Managing Director: Osama Elsayyad
Designer: Kyle Light
Agency Producer: Mario Atallah
Production House: Digital District Paris