2019 Winners & Shortlists

#POSTWISELY "IF IT WERE YOUR PAIN. WOULD YOU SHARE IT?"

Short List
BrandDU TELCO
Product/ServiceDU TELECOM
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryProduction Design / Art Direction
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 sleeping woman. We are woken up by a strange smell. We get up from bed and open our bedroom door only to find that the entire apartment is on fire. The flames immediately draw into our bedroom. We are trapped. Desperate, we rush to open the window. We are several floors above street level, and we scream for help to people walking on the street below. In the distance we notice a tiny light. Then we realise it’s the camera flash on a mobile phone. Someone seems to be filming us. At that moment the camera flips to the POV of the person on the street. The viewer sees that he is filming the building that is on fire. He doesn’t even realise that there is a woman screaming for help. Cut to super: If it were your pain, would you share it? #PostWisely

Cultural/Context information for the jury

Fires in apartment towers are far more common in the UAE than they should be, and footage of building blazes emerge on social media every time it happens. This made the topic of fires extremely topical in our conversation about responsible social media use.

Tell the jury about the production design/art direction.

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 even went as far setting an entire set on fire. 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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