Et3arraf: The Explainer Video

We couldn’t help but fall in love with this service, and working on Et3arraf’s explainer video literally made our hearts skip a beat.

The Brief

Launched in time for Valentine’s Day 2013, Et3arraf is the first Arab website, operating for markets in Lebanon and Saudi Arabia, to match people together for marriage. Our client wanted to position himself as an online marriage agency aiming to help Arabs, who are serious about wanting to get married, meet each other, hence the name Et3arraf, which means to meet in English. The main message wasn’t to promote it as dating website, because the dating concept doesn’t quite apply in the Arab world.

The Process

During the making of the explainer video, we faced two main challenges. The first was that the video was a YouTube Ad, which meant people might skip it. So we made use of the 4 unskippable seconds of the ad with a witty question and animation to grab audience’s attention. It worked.

The second challenge, was the culture. The illustrations we worked on were loyal to the Arab culture, from the characters chosen, their clothing and entourage, even the voice over was a native Saudi speaker, to attract local audiences, and convey a credible image for the website. Moreover, the types of characters we used and colors were warm and sweet to evoke love and passion, creating an overall mood for the video.

The Outcome

The combination between romance and authenticity in speech were a match made in heaven! The outcome was a sweet, romantic and easy-to-understand video that people were able to watch without feeling offended. On the contrary, it got them excited to find their match.

To watch the video, visit our website.

Do you have a new daring and creative idea that needs to be explained? Get in touch with us and let’s make a video that people will fall in love with!