Three fellas, a guy and a plane.
four businessmen waiting for their plane, but one of them decides to check the time on his smartphone.
Hashem Group specializes in watches since 1990 and is the agent for many international brands.
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 only saying that watches are a stylistic choice, 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.