2013 Winners & Shortlists

The Campaign

The film was primarily created to be shown by Mubadala publicly (e.g. at screenings and online use), rather than for broadcast. As such we were not restricted by any TV regulations.

Results

The film was commissioned to celebrate Mubadala’s 10-year anniversary. The challenge of the campaign was to create an informative and balanced documentary, which appealed to all of Mubadala’s many staff and international partners. We started by selecting a number of key stories that would highlight the client’s growth through a series of human impact case studies. Given Mubadala’s far-reaching investments, this entailed not only filming within the UAE, but also visiting the US, Germany and Italy to conduct interviews and capture details of the company’s growth within local communities. These stories were then stitched together into a cohesive and engaging narrative, linked by personal anecdotes from key figures who were involved in the company’s formation and leadership.

The film was premiered at Mubadala’s Head Office, where staff and selected guests were invited to a number of screenings, held to celebrate the company’s 10-year anniversary. A DVD of the film was also included in an accompanying coffee table book, which was distributed to their worldwide staff and suppliers, whilst a ‘VIP’ edition of the book was sent to dignitaries, government officials and key stakeholders.

The film was very well received, inspiring spontaneous rounds of applause at screenings. The client is in the process of booking media space and a version is being prepared for broadcast on regional TV and in-flight systems.