2019 Winners & Shortlists

Why is this work relevant for Entertainment?

The short film for Emirates NBD was written and designed in a way that would lower people’s guards while leaving them with that warm fuzzy feeling. The quirky and charming animated characters cut through with people from all backgrounds and ages. It took people on a journey of laughter, suspense, drama and tears, all in just over two minutes.

Background.

• Situation : The number of people opting to volunteer their time for social good has been on a decline around the world. UAE is no exception to this trend • Brief : Emirates NBD, a leading bank in the country is also a partner of Impact 2030, a private sector-led organisation that aims to tackle the United Nations Sustainable Development Goals through corporate volunteering. ‘Exchanger’, their Volunteer programme has been creating opportunities for employees, friends and family, and partners to exchange their time for social good and make a real difference. This year, they wanted to throw open the programme to the citizens of UAE. • Objectives : Create a case for volunteering, renew interest in the topic and enlist as many possible new recruits and champions for the cause.

Describe the creative idea.

The film tells the story of a resolutely indifferent individual who experiences an epiphany when an old lady needing to cross the road insists on his help. His experience of giving brings about such a change that his cold heart thaws – he’s transformed into sunny soul who in turn sets about helping another grinch to see how rewarding altruism can be.

Describe the strategy

A short story told when people are receptive and have an appetite for more entertainment; the pre-movie trailers. The movies before which it was aired were; a hit animation movie for kids, and an edge of the seat thriller. Thereby reaching a broad audience. One’s who can volunteer right away, and instilling similar values in kids at an early age.

Describe the execution

• Implementation : We brought to life characters that cut across age and backgrounds with a multicultural cast set in the backdrop of Dubai, bringing novelty in a familiar place for the audience. • Timeline : 18-24 January, • Placement: REEL Cinema, Dubai Mall • Scale : 2 screens, playing once before every show for a week.

Describe the outcome

• Reach : Apprx. 14 thousand people • Impact : The visits to the Exchanger microsite increased by 400 percent during the period the film was aired in cinema