2019 Winners & Shortlists

ARWA

BrandSABB: SAUDI ARABIAN BRITISH BANK
Product/ServiceCSR
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryBranded Content & Entertainment Film
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement OMD Riyadh, SAUDI ARABIA
Production LEO BURNETT Riyadh, SAUDI ARABIA

Write a short summary of what happens in the film.

The dramatic animation film tackles a story derived from the Saudi community represented by a young orphan named “Arwa”. Arwa has big aspirations one of which is going to school but her financial status as an orphan forbids her of doing so as she cannot afford the cost of school stationeries.

Cultural/Context information for the jury.

In Saudi Arabia public schools are free nationwide but school supplies are not. In September 2018 alone, the stationery sector gained 300% revenue during the back to school season –http://saudigazette.com.sa/article/542245. In addition, with the new reforms and challenging economic situation that Saudi Arabia is currently passing through, it is becoming increasingly difficult on the public to cope with all these expenses whereas the school supplies constitute to 4% of an average monthly salary in Saudi Arabia. On the other hand, orphans are suffering even more which is leading their underprivileged education due to the increasing price toll of school supplies.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Mena Chief Creative Officer
George Maktabi Publicis communications KSA Chief Operating Officer
Mohammad Bahmishan Leo Burnett ksa Reginal ECD
Mazen Mitri Leo Burnett ksa Managing Director
Waleed Hmeidan Leo Burnett ksa Group Account Director
Omar Batayyah SABB Head of Marketing & Research
Khaled Faheem SABB Senior Marketing Manager - RBWM Communications
Mohammed Al Saadoun SABB Marketing Manager
Ammar Ramadan Freelancer Writer and Singer
Links
Video URL