2019 Winners & Shortlists

FALL

BrandDU TELCO
Product/ServiceDU TELECOM
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryDirection
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 housekeeper. We find ourselves looking in a mirror, while our employer screams at us from another room in the apartment. We are deeply depressed. Still in POV we walk out onto a balcony. Our employer bursts into the room hurling abusive words at us. Desperately we climb onto the railing of the balcony and see that we are several floors above ground. It’s dangerously high. Still our employer doesn’t back off. Instead she takes out her mobile phone and starts to film us, continuing to humiliate us. We panic and slip. Only now, the employer starts to panic, but she continues to film. As we fall to our death, the POV changes from us to the employer, and the viewer sees our lifeless body lying on the ground. We cut to a super: If it were your pain, would you share it? #PostWisely

Cultural/Context information for the jury

In the Middle East, service staff are not always treated well, often seen as inferior. Stories of labor abuse often surface on social media. So beyond tackling the issue of people filming tragedies instead of taking steps to help, this film indirectly touches on a secondary social issue.

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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