2015 Winners & Shortlists

IKIGAI

BrandNESCAFÉ
Product/ServiceINSTANT COFFEE
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryInternet Film
Entrant Company PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency MEC Dubai, UNITED ARAB EMIRATES
Production Company FILMMASTER MEA Dubai, UNITED ARAB EMIRATES

Brief Explanation

"Ikigai" is a japanese term that people in Okinawa, a small group of islands just north of Japan, use to live by, and roughly translated it means “the reason you wake up for in the morning”. This short documentary, shot in Okinawa, features the personal stories of people from the islands, known to live longer and happier lives than the average person in the rest of the world. The film takes us through snippets of a day in the life of six different characters from Okinawa: a lamp maker, a horse trainer, a traditional dance teacher, an old family woman, a fisherman and a boxeur. Each of them, while the day and the documentary unfold, explains what it is that they wake up for: the perfection of the craft, the love for the animals and the sense of responsibility, reaching the top or just the warmth of the family's love. The film ends with a super that explains that in Okinawa people live happier and longer lives because they know their reason for waking up in the morning. Another super appears asking the viewer this simple, but at the same time very important question: “What do you wake up for?”.

Credits

Name Company Role
Alex Brunori Publicis ME/Dubai Regional Executive Creative Director
Ramzy Haddad Publicis ME/Dubai Executive Creative Director
Lourica Halteh Publicis ME/Dubai Art Director
Rewa Zeinati Publicis ME/Dubai Copywriter
Maya Khammar Publicis ME/Dubai Client Services Director
Teddy Abdelnour Publicis ME/Dubai Associate Account Director
Lea Kerdy Publicis ME/Dubai Account Executive
Kimi Nath Publicis ME/Dubai Regional Strategic Planner
Khaled Shehab MEC Business Director
Wassim Barabara MEC Account Director
Raja Paul Youssef MEC Senior Account Manager
Fatima Shaikh MEC Account Director
Vikrant Shetty MEC Associate Account Director
Yasmin Mebar MEC Senior Account Excecutive
Pedro Machado MEC Digital Account Manager
Suad Taji TOP Creative Director
Aliya Hussain TOP Senior Account Director
Tala Abdeen TOP Project Management
Bechara Mouzannar Leo Burnett MENA/Publicis MENA Chief Creative Officer