Great Guns Omar Hilal shoots the thought provoking spot for Royal Jordanian Airlines through Ogilvy Memac and DejaVu
Royal Jordanian Airlines have been working hard in the past few years to build awareness for people’s rights. In this latest campaign, they approach the message from an angle that all of us can relate to, to promote serious discussion. The film highlights cultural prejudice and human fears.
The film opens on a camera gliding through a plane’s cabin as people are boarding. As we journey further down the cabin, the concerned faces of multiple passengers suggest that something isn’t quite right. As the tension builds to a crescendo, it is revealed that the source of this concern is nothing more than an Arab passenger taking a seat on the flight.
“The film was only possible because of the passion of the director, Omar Hilal, and his production team at DejaVu. - Says Paul Shearer, Group COO at Memac Ogilvy - It was important to make a positive statement about something that is happening all around us and for Royal Jordanian to speak up was twice as powerful. Being afraid isn't healthy for anyone”.
“It was important for me to make this film,” says Omar Hilal. “Going into this project, I was focused and determined to make a hard-hitting film. I had not felt this thrill or tension on a film set for a long time. We had 12 hours to make the film and we worked every second of it. The hero was a delightful man. He had that perfect mix I was looking for, between looking incredibly kind and friendly and being a cliché of what the media depicts as a threatening Arab. I hope this spot helps to change that biased vision.”
Watch the here
Agency: Memac Ogilvy
Group CCO: Paul Shearer
Group ECD Ramzi Moutran
Writers: Paul Shearer, Hadi Alaeddin, Lama Hannoun, Lana Cattan, Abdulla Abu Said
Art Directors: Hadi Alaeddin, Amr Hourani
Creative Director/Producer: Mohammad Kamal
Account Management: Aya Nasif, Khalil Atieh
Production company: DejaVu Dubai
Producer: Manasvi Gosalia
DOP: Quim Miquel
Editor: Ahmed Hafez, Aroma
Music: Sary Hany, Key 66
Production service: Family Film
Music producer: Injy Nazif, Key 66
Colour grading: MPC
Colorist: Kai Van Beers