Touch Lebanon Case study In my new world by J. Walter Thompson Beirut

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In my new world

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Industry Electronic Devices & Home Appliances, Mobile Communications
Media Case study
Market Lebanon
Agency J. Walter Thompson Beirut
Production Ad Studio
Released February 2013

Awards

Mena Cristal Awards 2013
Production Best Animation Cristal (Gold)
Production Best Soundtrack Cristal (Gold)
Corporate & PR Integrated Driven By PR Cristal (Gold)
Production Best Use of Music Sapphire (Silver)
Corporate & PR Film (Internal & External Communication) Sapphire (Silver)
Film Telecommunications Sapphire (Silver)

Credits & Description

Media: TV
Category: Electronics & Technology
Agency: JWT
Brand: Touch Lebanon
Geo: Asia, Lebanon
Advertising Agency: JWT-Beirut, Lebanon
Published: February 2013
Title: TOUCH - IN MY NEW WORLD
Production Company : AD STUDIO São Paulo, BRAZIL
Name Position
Doug Bello/Marcelo Garcia Director
Sergio Modern Cameraman
Jwt-Beirut/Ad Studio Production Designer
3D Modeling and Animation: Doug Bello, Fernando Barros and Luciano Nader Special Effects/Computer Graphics
Composition: Marcelo Garcia Cinematographer
Art direction and typography: Marcelo Garcia Stop-motion: Doug Bello Illustration and Design: Liza Domingues Rotoscoping: Bruno Garcia Production executive: Aguinaldo Rocca Production: Denise Rosa Other Credits
Brief Explanation:
In 2012, MTC touch, the leading mobile operator in Lebanon, wanted to communicate its new name and vision: touch, a new world; expressed in the form of lyrics: “We all have those little thoughts that we don’t share. Those little daydreams, when the boss is talking, when your friend is sharing her experiences…again. Maybe it’s finally time to convert those little thoughts into action. Actions that may actually change how we live. ‘Cause the world is evolving and so should we. With the evolving world there is a new community, where it Shares and expresses: In my new world I buy time. And my money grows on trees. And everybody is tanned. We the leading mobile operator, We are evolving. When our community of over 2 million, share their world. Then together we can touch a new world, made of all the little things we do.” An animation brought this song to life through a typographic exercise, combining ludic and minimal art direction via several animation techniques, from motion graphics to stop-motion. It was then placed as the introductory video to the website: inmynewworld.com, a space inviting all Lebanese to share their worlds & be part of touch’s new vision.