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.

We start at the Innovation Centre in Boubyan Bank, where staff are working late into the night. A narrator explains that Boubyan Bank had identified their best employee, named Msa'ed. The bank's Deputy CEO wants every customer to be served by someone like Msa'ed, so the Innovation Centre works with scientists to create a million Msa'ed clones. But the Deputy CEO wants Msa'ed more compact, so the scientists go back to the drawing board to create a mini robot. The Deputy CEO still isn't satisfied, so they shrink it again to create Msa3ed, an AI chatbot on the bank's app, that's always ready to serve you.

Cultural/Context information for the jury.

Boubyan Bank was deploying Kuwait’s first AI chatbot, to achieve greater efficiency in their client interactions, but customers were wary automation and unsure of being served by a bot. To get customers to accept and trust the service, we humanized the chatbot by giving it an identity. We named it Msa3ed, which is a popular name in Kuwait, that also means ‘helper’ in Arabic. This video was his origin story, introducing Msa3ed not just as an AI chatbot, but as the bank’s newest star employee.


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