2016 Winners & Shortlists

The Campaign

We open on the mass expanse of a desert-scape. The midday heat is dancing off the sand, twisting the horizon. Sand blows from the tops of rolling dunes. A lone tree is dwarfed by sharp, rock outcrops in the distance. Two riders cross the flats on camel back, miniature on the horizon. The hunches of the camel rise and fall as the rider steadies atop. Hassan’s lips are cracked, breaking and his gaze is empty and fatigued. A drop of water falls on the rocky, arid desert floor. Another and another. Mohammed notices the water dripping from Hassan’s leather water bag that dangles from the side of his saddle. Mohammed shouts,“Ya Hassan!” as he trots to his side. Using his riding stick, he pokes at Hassan’s water bag. Hassan unfastens the bag, lifts it and takes a drink. He nods in appreciation as he continues forward through the desert. Hassan ties the bag tightly and reattaches it to his saddle. The two continue through the endless desert, miniature again as they cross the crest of an endless dune. The stunning visuals are paired with a poetic script that remind us of the precious gift that water gives us – life.

Creative Execution

Life always finds a way A way for the grass that waits under the sands A way for the camels that roam the distant path Over rock and dune Life always finds a way A way where there was none before A thirsty desert that caravans fear But life always finds a way Through hardship and distance And from water comes life Every drop a blessing to protect Within it lies survival and success A drop of water, a drop of life Let us preserve it So that it lasts for us and our children