2014 Winners & Shortlists

Brief Explanation

There are few challenges as exciting as re-styling an age-old occasion. And there are few brands better suited to doing so than Damas. This year, the premium Dubai-based jeweler has decided to add mystique and glamour to Diwali with a campaign titled “Be The Brightest Light”. Doing away with the usual clichés of Rangolis and firecrackers, Damas instead created a mythical world in which a cast of characters – each a fascinating attraction on their own – turn around and become captivated by a woman wearing Damas jewelry. The film was helmed by New York based fashion director Fabien Duffels and stars rising Bollywood sensation Nargis Fakhri. Shot in Mumbai, the TV spot is supported by print, outdoor and radio. Altogether, the campaign glamorizes the image of 18k gold with the promise that on this festival of lights, the woman who wears Damas eclipses everyone else.

Creative Execution

The music was an original composition, with all instruments and sound effects performed specifically for the commercial. The music was a collaboration between a Joe Dickson, a composer from BKP Studios and JWT's Creative Director Michael Fillon. Instruments were performed by Joe Dickson. Vocals performed by Dubai-based musician Gaya3.