Cannes Lions

Embracing The Stereotype

J. WALTER THOMPSON, Riyadh / SAUDI TELECOM COMPANY / 2018

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Description

Many people of modern society don’t see eye-to-eye with millennials (who are our target audience) on their excessive online behavior. In documentary-style films portraying bizarre human behavior and using a sarcastic tone, we analyze the patterns of popular online personalities: YOLO, FOMO, Foodie and Selfie-lovers. We subject the people behind these hashtags to a form of scientific research and reflect on their behavior throughout history only to conclude that the same behavior is still very much in existence, but has been modified by modern civilization and incorporated into the use of devices and online habits. This subsequently creates a fixed action pattern and a revolution in science.

The films end on a note that offer consolation to millennials in that their behaviors are forces of nature and have the opportunity to be fueled by our prepaid packages.

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