The life of the internet

Agency Network: 
Published/Aired: 
April 2021

Description

Throughout our history, we have given birth to inventions and creations with good intent. But their impact in our lives and in our world, comes down to how people use them.
The same goes for the internet. 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.
Now, Ramadan is a month, observed around the world, that encourages us to make things better, create more positivity around us, be generous and kinder to others, be more appreciative and look at our world positively.

Ooredoo is a global telecommunications brand. Its brand stands for “Enjoy the internet”.

In Ramadan 2021, starting this April, Ooredoo hasn’t launched yet another promotional Ramadan campaign, or a typical Ramadan music video, or a standard goodness campaign.

Instead, in aiming to inspire and connect with the younger generation in particular, Ooredoo has shared its message using a format that no brands have attempted to use before during Ramadan.

An animated film has been launched across the Middle East, South East Asia and North Africa. It’s a story that’s based on the premise that the Internet is, literally, what we make it. It delves into how the internet is a reflection of society and how in many ways it’s like a child. Our child. One that we’ve moulded and shaped in our image - for better or for worse.

The film highlights, through subtexts, that the problem is, we don’t treat the Internet with the same care that we would treat a child with. We’re far more callous and far more negligent. And it then shows the result is an Internet with a lot more issues than it would have had with a loving upbringing… a loving village.

Ending on a hopeful note, respectful to Ramadan, the film shares that luckily, in “Internet years”, the Internet is still young. There’s time to save it. And what better time to start than Ramadan?

Film advertisement created by McCann, Qatar for Ooredoo, within the category: Electronics, Technology.

Advertising Agency: FP7 McCann Doha, Doha, Qatar
Production House: Digital District Paris
Senior Director - Brand & Media, Ooredoo Group: Fabio Bellicanta
Consultant, Ooredoo Group: Mohamed Bourai
Director - Media Agency Performance, Ooredoo Group: Christopher Sadana
Senior Manager - Brand, Ooredoo Group: Lara-Lynn Schmallenberg
Consultant, Ooredoo Group: Huda Barakat
Executive Creative Director: Gareth Paul
Creative Director: David Schild
Creative Strategy: Tahaab Rais
Managing Director: Osama Elsayyad
Designer: Kyle Light
Agency Producer: Mario Atallah
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