2019 Winners & Shortlists


Product/ServiceMSAE'ED CHATBOT
EntrantBPG KUWAIT Kuwait City, KUWAIT
CategoryFinancial Products & Services, Commercial Public Services, B2B Products & Services
Idea Creation 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.


Name Company Role
Aaron Arthur BPG Kuwait Creative Director
Mohab Alaa BPG Kuwait Associate Creative Director
Elissar Ibrahim BPG Kuwait Creative Group Head
Ahmad Dalle BPG Kuwait Senior Account Manager
Video URL