2017 Winners & Shortlists

THIS IS NOT A PIECE OF CAKE

BrandHSBC
Product/ServiceHSBC'S 70TH ANNIVERSARY
EntrantMINDSHARE DUBAI, UNITED ARAB EMIRATES
CategoryFinancial Products & Services
Idea Creation MINDSHARE DUBAI, UNITED ARAB EMIRATES
Media Placement MINDSHARE DUBAI, UNITED ARAB EMIRATES
Production BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

‘Supporting Human Ambition’, HSBC’s brand positioning and tagline. HSBC invited the UAE to celebrate their 70th birthday with them. With celebrations comes birthday cake. So they served the great people of the UAE cake. To involve as many as possible, HSBC documented the cake being made through a video. From A to Z they walked their audience through the recipe of the cake, step by step. What the audience didn’t know was that while they thought they were watching and listening to a video about a birthday cake recipe being made step by step, they were actually listening to the process of achieving ambitions - and HSBC was a key ingredient. Metaphorically HSBC created an inspirational, motivating and impactful video about achieving your ambitions told through the recipe of baking a 70th birthday cake.

Credits

Name Company Role
Tuki Ghiassi Mindshare Creative Director
Ammar Safi Mindshare Art Director
Tuki Ghiassi, Maha Khawaja Mindshare Copywriters
Zahi Lawand, Faris Sibai Mindshare Client Services Directors
Heba Attallah Mindshare Senior Media Manager
George Chivi Mindshare Integrated Media Planner
Shane Martin Boomtown Director
Zubin Mistry Boomtown Director of Photography
Daniel Kilalea Boomtown Producer
Hanna Paronen Boomtown Production Manager
Ian Murphy Boomtown 2nd Unit Camera
Juleta Hirner Boomtown Food Stylist