2019 Winners & Shortlists

UNSUNG HEROES OF HOME

BrandHSBC
Product/ServiceNEW TO BANK - PERSONAL BANKING
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryFinancial Products & Services, Commercial Public Services, B2B Products & Services
Idea Creation J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Media Placement PHD Dubai, UNITED ARAB EMIRATES
Production BIGFOOT FILMS Cairo, EGYPT

Write a short summary of what happens in the film.

The Unsung Heroes of Home is a film celebrating the efforts of expats working hard for their families back home. The film portrays two heroes from different nationalities: an Indian nurse and an Egyptian cook. On their last day of work before going back to their home countries, they are tirelessly doing their jobs – serving others as they have every day. The nurse is taking care of a patient with love and professionalism. The cook is carefully and lovingly preparing a meal in a restaurant. When they travel back home, they are welcomed warmly by their families. We see they are taken care of by their loved ones in a fashion similar to the jobs they perform. The cook is served a meal prepared by his mother. The nurse is put to bed by her parents. The cycle of love continues.

Cultural/Context information for the jury.

A full 90% of UAE residents are expats – many of them supporting families in impoverished countries far away. Our target audience are selfless individuals who work tirelessly to support their loved ones. Their main goal is to provide those back home with a strong foundation for their dreams and for a better life. They are a silent force, hidden from everyday life due to the weight of their work responsibilities. As a result, they live behind the scenes, excluded from the glamourous life in the UAE that many see in the media. Making them feel like the country was built by them but not necessarily for them. Banks in the UAE do not usually celebrate these anonymous multitudes. As an international bank, HSBC wanted to shine a light on these individuals – to celebrate them.

Credits

Name Company Role
Paul Banham J.Walter Thompson Dubai Executive Creative Director
Elie Nasr J.Walter Thompson Art Director
Carine Howayek J.Walter Thompson Dubai Art Director
Nermine Barrada J. Walter Thompson Dubai Business Director
Rula Hajjar J.Walter Thompson Dubai Account Manager
Julia Schmutzler J. Walter Thompson Dubai TV Producer
Mona El Sayed J.Walter Thompson Dubai Regional Planning Director
Begad Omran Bigfoot films Owner/ Executive producer
Mohammed El Zayat Freelancer Freelance Director
Nabil El Khourdy J.Walter Thompson Dubai Account Executive
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