Cannes Lions

YOUTH PLANS

IMPACT & ECHO BBDO, Kuwait City / WATANIYA TELECOM / 2012

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In Kuwait or most Arabic cultures, when someone expresses a thought-provoking proverb or philosophical saying, they usually begin with the word 'Alagotilgayel'. The elderly often use it with youngsters to help them understand life's important lessons.Abu is one such charismatic wise-guy who believes in solving any dilemma for the people around him. He is kind of a guardian-angel philosopher or agony uncle nobody asked for. Thanks to his twisted logic and mock smoothness, Abu is able to effortlessly invent comparisons out of anything around him and just as effortlessly link them to Wataniya's telecom products and services.

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