2015 Winners & Shortlists


CategoryUse of exhibitions and installations
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

Emirates NBD, a leading bank in the United Arab Emirates, was not seen as a bank for Emiratis - the country’s local population who form a majority of its affluent segment. So to win the hearts of the Emiratis, we focused on a major societal tension – the cultural divide between the local Emiratis and the Expats that live in the UAE.

Describe how the promotion developed from concept to implementation

To bridge the gap between Expats and the Emirati Culture and instill a sense of national pride with Emiratis, we created The Culture Dispensing Machines, where we replaced the act of dispensing and depositing cash, with dispensing culture. When people stepped up to what looked like regular Cash Dispensing and Depositing Machines, they were surprised when our CDMs asked them to instead pick a topic on Emirati culture. The machines then dispensed an item related to that topic, giving on-screen instructions for people to follow and experience the culture. Emirates NBD also shared discounts on exclusive Emirati experiences with Expats.

Describe the success of the promotion with both client and consumer including some quantifiable results

(1) The idea fuelled national pride leading to a 5% growth in accounts opened by affluent Emiratis. (2) 23% increase in calls to partner Arabic language institutions. (3) Earned media of $360,000 worldwide. (4) Conversations about the Emirati culture travelled across social media. (5) Sharing Emirati culture with Expats became the theme for UAE's 43rd National Day.

Explain why the method of promotion was most relevant to the product or service

Emirates NBD is UAE’s leading bank. But, owing to its focus on the large Expat population, it wasn’t seen as relevant to the country’s local Emirati population. Hence, endorsing the Emirati culture and instilling more national pride was achieved by The Culture Dispensing Machines. Emirates NBD also won share of heart with the Expat population. Many Expats, who have lived here for decades, don’t have a single Emirati friend, don't know the national song of the country and feel alienated from the culture. The machines brought them closer to the culture and hence, helped enjoy life in the UAE more.


Name Company Role
Tahaab Rais FP7/DXB Head Of Strategic Planning And Insights
Josephine Younes FP7/DXB Associate Creative Director
Nayaab Rais FP7/DXB Associate Creative Director
Tahaab Rais FP7/DXB Creative Strategy
Josephine Younes FP7/DXB Art Director
Nayaab Rais FP7/DXB Copywriter
Spiro Malak FP7/DXB General Manager Business Unit
Vicky Kriplani FP7/DXB Account Director
Erna Redzepagic FP7/DXB Account Executive
Sooraj Tr FP7/DXB Creative Technologist
Ramesh Parappurath FP7/DXB Digital Art Director
Tahaab Rais FP7/DXB Ux
Erol Salcinovic FP7/DXB Design Director
Sameer Ketkar/Salvador Porteria FP7/DXB Senior Designer
Khaled Hamza/Sreenivasan Kuniyil FP7/DXB Creative Services
Brence Dsa FP7/DXB Producer
Ashraf Mohammedunny FP7/DXB Dop/Cameraman/Editor/Motion Artist
Aurangzaib Zafar FP7/DXB Editor
Dominic Fernandes Emirates NBD Head Of Business Marketing
Aisha Al Maeeni Emirates NBD Senior Marketing Manager