Brand | COMMERCIAL INTERNATIONAL BANK (CIB) |
Product/Service | BANKING SERVICES |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Direction |
Entrant Company
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Advertising Agency
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Production Company
|
ASAP Cairo, EGYPT
|
The Campaign
A brand communication piece showcasing Cairo and the Egyptian people with opening images of our uninhabited Cairo through simple ‘cut and paste’ removal of people and moving objects as they move through frame, since most of the places are normally very dynamic, in opposition, we will strongly feel the absence of life. The frenetic real images that appear afterwards aren't simply the same shots but occupied - that is too sterile. Instead, we focus on the life and humanity within the scenes.
It mainly raises the Egyptian audience’s awareness of the fact that they themselves are the leading people of our country scene. And proving their importance and responsibility, showing that the country is nothing without its true asset, its people.
Creative Execution
Visually the film feels like a big statement, epic in scale and intimate in detail. While observational, it's still photographically rich, glossy and gritty, where appropriate. The tone is ultimately positive. Music plays an important and emotive part in driving the narrative and lifting the emotions. The music represents the presence of the bank; strong and ever-present, guiding us through our complicated lives.
The shocking emptiness at the start is in stark contrast to the Cairo everyone knows; energetic, hectic and bustling. Without the people, Cairo is lifeless stone and dust.
While epic in its vision, the heart of the film is the people. It is not just the amount of people but the interactions of individuals who inhabit and navigate this world that make it such a thrilling city.
This film is both, a portrait and a celebration of contemporary Egypt and the spirit of the Egyptian people. It dispenses with the artifice of advertising cliches and concentrates on beautiful and honest observation of real life. These are real people in real situations.
Credits
Shahira Akel |
J.Walter Thompson Cairo |
Business Director |
Ahmed Abdel Kader |
J. Walter Thompson Cairo |
Associate Business Director |
Razan El Meligi |
J. Walter Thompson Cairo |
Senior Account Executive |
Luciana El Gebely |
J. Walter Thompson Cairo |
Creative Director |
Eslam Hossam |
J. Walter Thompson Cairo |
Senior Copywriter |
Marwan Younis |
J. Walter Thompson Cairo |
Associate Creative Director |
Ahmed Waheed |
J. Walter Thompson Cairo |
Senior Copywriter |
Sabrina El Ghoneimi |
J. Walter Thompson Cairo |
Copywriter |
Mayar Makhlouf |
J. Walter Thompson Cairo |
A/V Producer |
Amin El Masry |
ASAP |
Executive Producer |
Sameh Hosny |
ASAP |
Producer |
Shorouk Mokhtar |
ASAP |
Production Manager |
Nora Badr |
J. Walter Thompson Cairo |
Account Manager |
Amir Adib |
J.Walter Thompson Cairo |
Senior Planner |
Diana George |
J. Walter Thompson Cairo |
Senior Planner |
Mohamed Hammady |
J Walter Thompson Cairo |
Executive Creative Director |