Cannes Lions

VODAFONE CREATE YOUR OWN CALL TONE

JWT CAIRO, Cairo / VODAFONE / 2013

Case Film

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Overview

Description

The film was released on social media the morning of mother's day.

"Adham", an A Class Egyptian Male, who's not answering His Mom. "Adham" appears to be cold and defiant towards his mom and is seemingly an ungrateful guy throughout the film with a few documentary interviews with Adham's friends and family speaking very well of Adham's relationship with his mother. At the end we reveal that "Adham" has customized a ring-back tone karaoke song to his mother on Mother's Day and she is just calling to listen to it again and again.

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