Three Fellas, a Guy and a Plane

Hashem Group came to us with a problem: people are no longer buying their watches because they can check for time on their phones.
They didn’t want to go the traditional way of saying that watches are a stylistic choice only, they really wanted to highlight its function as well.
So we took it upon ourselves to create a fusion between style and functionality, as well as showing the downside of using phones to check time versus the advantage of using a watch.
We kicked off with a concept that hints at a contemporary spirit of traditional Libyan style mixed with modern aesthetics of today’s fashion.
Our black and white and Arabian spoken poetry commercial highlighted the major problem with phones in the times of digital connections, contrasted by the functional use of watches both as a teller of time and a savior. The stylistic approach of the commercial goes beyond the aesthetics of ‘dope’ and makes a meaningful statement.
We created a commercial where sheer glimpses of Libyan identity merged with global nuances to form a new proposition for representation, and ultimately deliver the main message: phones distract, and watches remind.