The roaming category has been dropping year after year, with cheap tourist lines being more and more common, along with further accessibility to Wi-Fi while traveling. Accordingly, Etisalat introduced its new revamped roaming packs with a different offering to appeal more to the target audience.

Our brief was to reposition roaming in the mind of the consumer, and show them that we understand their roaming worries, and that our packs are here to release them from any roaming complication they might have.

Our objective was to reverse the category decline, through increasing the adoption of our roaming packs.

The idea was simple, while roaming packs had changed, the consumers still had an inner natural fear of roaming, making them automatically opting for tourist lines and Wi-Fi when traveling, instead of checking their Etisalat roaming options.

In order to address this ‘fear’, we tackled it head on, establishing the fear of roaming as a condition, coining the term “Roamophobia”. Accordingly, the idea was manifested through a scientific video about the condition, and how it is now a thing of the past thanks to the new Etisalat roaming packs.

This is one of those copies that is highly dependable on having a great cast. Batch after batch we made sure our main cast fit their roles perfectly. We even had to fly them in from the UK and the US ( Our hero jet setter came from London while The mad scientist flew in from the US). Extras were also well selected to reflect each desired role and personality in this film.

From features to extras that were hovering all the way in the back of the frame, all our cast needed to be natural looking and reflecting genuinely the spirit of the 40's and 50's in their DNA.