|Entrant||BPG KUWAIT Kuwait City, KUWAIT|
|Category||Financial Products & Services, Commercial Public Services, B2B Products & Services|
BPG KUWAIT Kuwait City, KUWAIT
Write a short summary of what happens in the film.
In the Boubyan Bank training center, a manager gives a rousing pep speech to a crowd of fresh trainees, telling them only the person who meets the bank's strict criteria will be chosen as their next hire.
He then reels off an implausible list of unattainable standards and conditions, causing everyone to disqualify themselves. In the end, he finds that the only 'employee' that meets the standards is Msa3ed, the bank's AI chatbot.
Cultural/Context information for the jury.
Boubyan Bank have introduced an innovative AI chatbot on their app. At launch, we humanized it by branding it Msa3ed, which means 'helper' and is also a common name in Kuwait. It had been introduced as a personality, the distillation of Boubyan Bank's best employees, always there to help you.
Once customers were familiar with Msa3ed, this video showed that 'he' could serve their every need even better than a human employee, by playing on many of the common complaints about customer service in Kuwait.
||Associate Creative Director
||Creative Group Head
||Senior Account Manager