2019 Winners & Shortlists

CRASH

Silver Lynx Campaign
BrandDU TELCO
Product/ServiceDU TELECOM
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
2 of 2 Campaign
CategoryCinematography
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
PR MSL Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film.

We follow the point-of-view of a construction worker. We are on a labor bus with other workers as we make our way home after a long day. We open our wallet and look longingly at a picture of our children. At that moment the bus we are in is involved in a gruesome accident. We are surrounded by chaos. The next moment, we gain consciousness. We are lying in the mangled wreck of the bus. Everything around us is silent. Then we notice a light approaching us. We realise it’s a curious onlooker with his mobile phone, filming the gruesome scene. The POV now flips to that of the onlooker. The viewer realizes that the man is filming the laborer slipping into unconsciousness again. Super: If it were your pain, would you share it? #PostWisely.

Cultural/Context information for the jury

Vehicle crashes are incredibly common in the UAE, and footage of accidents often emerge on social media, as it did at the beginning of 2018 after a horrendous pileup on the Dubai-Abu Dhabi highway. This made the topic of road accidents extremely topical in our conversation about responsible social media use. In addition, laborers are not always treated well, often seen as inferior. So beyond tackling the issue of people filming tragedies instead of taking steps to help, this film indirectly touches on the secondary social issue of labor abuse.

Tell the jury anything relevant about the cinematography.

We wanted our stories to be as impactful as possible, utterly visceral and completely real. So we opted for the least amount of post-production, by capturing every visual-effect on camera. We crashed busses and put several stuntmen through some rigorous thrashings. We even hurled them out of the window of a moving bus. To make the POV approach as realistic as possible, we developed a one-of-a-kind helmet rig capable of carrying a full-sized cinema camera. The sound design involved a multi-channel execution to deliver a fully immersive, captivating cinematic experience.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rafael Augusto Leo Burnett Dubai Creative Director
Anton Marais Leo Burnett Dubai Senior Copywriter
Bruno Bomediano, Rodrigo Leal Rodrigues Leo Burnett Dubai Head of Art
Dió Wenderly Leo Burnett Dubai Digital ACD
John Smeddle Leo Burnett Dubai CD Copywriter
Shadi Khermasho Leo Burnett Dubai Arabic Copywriter
Shereen Mustafa Leo Burnett Dubai Head of TV Production
Elham Abi Rached Leo Burnett Dubai TV Producer
Haytham Dayeh Leo Burnett Dubai Business Lead
Omar Kishk Leo Burnett Dubai Account Director
Mahmoud Jaber Leo Burnett Dubai Senior Account Manager
Danielle Jamal, Pooja Beri Leo Burnett Dubai Planners
Ali Mostafa Big Kahuna Films Director
Michel Dierickx Big Kahuna Films DOP
Jonathan Ashton, Marwa Al Malik MSL Project Managers
Walaa El Saloussy, Hossam Sherif, Haneen Abdueida Hearts & Science Project Managers
Abdulwahed Juma du - Telecommunications Executive Vice President
Humaida Alkhalsan du - Telecommunications Director Corporate Communications
Rabab AlAbbas du - Telecommunications Manager Corporate Communications Projects
Naema AlShehhi du - Telecommunications Senior Executive Corporate Communications Projects
Links
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