#POSTWISELY "IF IT WERE YOUR PAIN. WOULD YOU SHARE IT?"
Brand | DU TELCO |
Product/Service | DU TELECOM |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Casting |
Idea Creation
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
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Media Placement
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HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
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PR
|
MSL Dubai, UNITED ARAB EMIRATES
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Production
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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.
Tell the jury about the casting process.
We wanted our story 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 shamelessly dropped our stunt double from a 15-storey building.
The cast were carefully selected to invoke the emotion we wanted within our viewers. The maid was selected for her heartbreaking portrayal of a broken woman. The employer is technically the villain in our story, but it was crucial to select an actress that reflected the average person on the street. We wanted all viewers to relate to our villain, because she represents the people who capture inappropriate events without thinking. These are not bad people. They are merely unconscious about the impact of their behavior.
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.
Credits
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
Website URL