2019 Winners & Shortlists


Product/Service2BADA JADD
CategoryFinancial Products & Services
Idea Creation IMPACT BBDO Beirut, LEBANON
Production BIP MEDIA Beirut, LEBANON

Write a short summary of what happens in the film.

We open on a pharmacist facing the camera telling the viewer that “business is good and the living is easy”. Until a thief suddenly storms into the pharmacy, asking for cash. The pharmacists, with one hands in the air, hands him one bill that he has in the register, leaving the thief very confused. The thief persists and asks for cash, again. The pharmacist hands him a Point of Sale machine, that accepts cards, as if all the money is in the machine. The thief now turns to the customers, with the same request. They all hand him their cards, for no one carried cash. Feeling light-headed at his failed plan and the lack of cash to rob, he faints. One of the customers cries for help and the pharmacist rushes to remedy him on the spot. The film ends on the pharmacist advocating a cashless business for safety purposes.

Cultural/Context information for the jury.

The whole film is based on “2bada Jadd” an Arabic term that literally means “take it seriously”. At the same time, the word “2bada” separately means “get paid”. areeba, being an entity that empowers a cashless world, used this Arabic term to tell business owners to take matters into their own hands, turn to a cashless way of handling money and “take their business seriously” because it pays off.


Name Company Role
Dani Richa Impact BBDO Chief Executive Officer
Joe Abou-Khaled IMPACT BBDO Regional Creative Director
Hovsep Guerboyan Impact BBDO Creative Director
Anthony Azzi Impact BBDO Associate Creative Director
Maria Etre Impact BBDO Senior Copywriter
Rima Kfoury Impact BBDO Copywriter
Lilas Sinno Impact BBDO Account Director
Karim Atallah Impact BBDO Account Manager
Omar Frangieh Impact BBDO Agency Producer
Andre Chammas bip Media Director
Mona Melhem bip Media Producer
Toufic Tabbal bip Media DOP Lighting Cameraman
Paul Shearer Impact BBDO Dubai Chief Creative Officer
Emile Tabanji Impact BBDO Managing Director
Video URL