This Film Flips Fear of Flying on its Head to Startling Effect
lbbonline.com, 11 months, 3 weeks ago
Memac Ogilvy and director Omar Hilal with a powerful spot for Royal Jordanian Airlines
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 CCO 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,” adds Omar. “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.”
Royal Jordanian Airways
Hadi Alaeddin, Amr Hourani
Chief Creative Officer:
Paul Shearer (Group)
Paul Shearer, Hadi Alaeddin, Lama Hannoun
Aya Nasif, Khalil Atieh
Group Executive Creative Director:
Lana Cattan, Abdulla Abu Said
Production Service Company:
Ahmed Hafez, Aroma
Post Production / VFX
Kai Van Beers