2019 Winners & Shortlists

GIVE IN TO GIVING

Bronze Lynx
BrandENBD
Product/ServiceVOLUNTEER
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryCinema & Theatrical: Fiction & Non-Fiction
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
Production HANZO FILMS Dubai, UNITED ARAB EMIRATES

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

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Akhilesh Bagri, Sidney Araujo Leo Burnett Dubai Creative Directors
Akhilesh Bagri Leo Burnett Dubai Copywriter
Ramzi Sleiman Leo Burnett Dubai Regional Communication Director
Hafsa Qureshi Leo Burnett Dubai Account Director
Fabienne Naggear, Lama Mosallem, Aciel Awada Leo Burnett Dubai Communication Executives
Ralph Matar Leo Burnett Dubai Agency Producer
Hanzo Films Hanzo Films Production House Producer
Hijaz Moosa Hanzo Films Executive Producer
Aryasb Feiz Hanzo Films Director
Vikram Krishna Emirates NBD EVP, Head of Group Marketing & Customer Experience
Elena C. Cruz Emirates NBD VP, Head of Brand & Corporate responsibility
Michele Wong Emirates NBD Associate Vice President, Corporate Responsibility
Mai Cheblak Emirates NBD VP, Group Social Media
Elizabeth John Emirates NBD Digital Marketing
Hakan Uzunoglu Emirates NBD Web Design and Development
Hazem Bagh Emirates NBD Social Media
Sapna Kalati Emirates NBD Media
Mazen Hawa Emirates NBD Associate Vice President, Brand
Jawaher Khalil Esmaeel AlShehhi Emirates NBD Manager, Corporate Responsibility
Karl Salibi Leo Burnett Dubai Chief Strategy Officer
Kimberly Douglas Leo Burnett Dubai Planner
Monica Gayed Leo Burnett Dubai Designer
Ahmed Hassan Leo Burnett Dubai Traffic Manager
Harsh Kocher Leo Burnett Dubai Social Media Executive
Venkat Krish Leo Burnett Dubai User Experience Specialist
Ahmed Alzeeny Case Study Editor
Shereen Mostafa Leo Burnett Dubai Head of Production
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