2013 Winners & Shortlists

Brief Explanation

The TV ad for gocash, a first-of-its-kind multi-currency prepaid travel card in the GCC region, was developed on the premise that no one can endorse a unique travel product better than the most acclaimed of travellers. It leaves one to wonder what the best of travelers could have done, had they had a product like gocash, during their time. The film brings back from the past, the most accomplished travelers of all time – Ibn Battuta, Christopher Columbus and Marco Polo, placing them in the present-day setting of the UAE. This surrealistic geographical extravaganza unveils famous monuments across geographies, which establishes the multi-currency feature of the card along with the ease of travel, which it enables. The interesting journey, along with its grandeur, keeps the suspense intact for the viewers. This eclectic ensemble provides a wider reach for the commercial, among the varied target group from across communities residing in the UAE. The return of the voyagers from the past further establishes the fact that the feature-rich gocash is a ‘must-have’ card for any traveler.