2019 Winners & Shortlists

MY FARM

BrandDEERFIELDS MALL
Product/ServiceSHOPPING MALL
EntrantHUMAN Dubai, UNITED ARAB EMIRATES
CategoryBranded Content & Entertainment Film
Idea Creation HUMAN Dubai, UNITED ARAB EMIRATES
Production KIYANY MEDIA Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film.

In UAE's concrete jungle where big hypermarkets become a part of everyday living, how do small local farmers survive? As a community mall, Deerfields Mall tackled this issue by launching the Farmers' Market to support local farmers. But how do you change everyday behavior of shoppers going to hypermarkets, and inspire them to shop local at the Farmers' Market? We launched 'My Farm', an untold story of Bilal, a local farmer in the UAE. The film offered a glimpse into the life of Bilal, his challenges as a local farmer, and a day in his life where he sells his produce at the Farmers' Market. ‘My Farm’ made shopping at the Farmers' Market more ‘personal’ through Bilal. The best, our viewers turned into shoppers and were seen making real conversations with local farmers and even Bilal.

Cultural/Context information for the jury.

Deerfields Mall is a community mall with a large Arab expat & Emirati population. The film not only had to talk their language but connect with them emotionally to come shop at the Farmers' Market. Also in the UAE, residents are used to shopping at big hypermarkets and supermarkets, so it is a big challenge to change their behaviour and get them to shop local. So we decided to add a 'personal' and 'human' touch with a story of a real local farmer: Bilal.

Credits

Name Company Role
Nisha Wagh Human Dubai Creative Director
Mihaela Neagoe Human Dubai Art Director
Nora Al Zaben Human Dubai Copywriter
Rahul Tilani Human Dubai Account Manager
Hassan Kiyani Kiyany Media Director
Leo James Kiyany Media Director Of Photography
Jenny Angeles Deerfields Mall Asst. Marketing Manager
Nestle Malanum Deerfields Mall Marketing Coordinator
Links
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