Brand | ARAMCO |
Product/Service | NATIONAL DAY |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Production Design / Art Direction |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
PRODIGIOUS Dubai, UNITED ARAB EMIRATES
|
Production 2
|
CANJA AUDIO CULTURE Curitiba, BRAZIL
|
Write a short summary of what happens in the film
This film was the most watched film on Saudi National day 2020 because it carries a very courageous message.
The whole film is a thank you to the attackers who attacked Saudi Aramco. We begin the film with employees saying why they are thankful for the attack. Because they discovered they were unstoppable after it. From there, we embark on the unstoppable journey of the whole nation, from the demotivating day of the attack until the victorious end of 2020. A Journey filled with resilience, where Saudi was unstoppable at every point. From how it hosted the G20 with resilience to how it fought Covid-19.
The non fiction film was aired online and watched by almost all the Kingdom.
Cultural / Context information for the jury
When Saudi Aramco was attacked, the whole nation was attacked. But at Aramco, we rebuild in 11 days, showing resilience more than ever. We were unstoppable and we wanted the nation to stop feeling demotivated by the attack and feel unstoppable too, so we celebrated all the unstoppable achievement of the nation after the attack to remind people of their resilience. To name a few unstoppable moments in 2020: Saudi hosted the biggest tennis tournament, it hosted the G20, It launched the Green Riyadh project, it even confronted Covid-19 with good decisions that led to a milder impact.
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
The art direction brief was a challenge. Everything needed to be real. Look real. Feel real and harness real emotions. We needed to recreate the moment, the attack, the rebuilding of Saudi Aramco. We also needed to replicate a lot of real big scale set designs such as the tennis tournament, the G20 and the Green Riyadh Project. And we had to do all that in the middle of Covid-19, with a limited crew and a lot of remote scouting and prepping.
Credits
Mohammad Bahmishan |
Publicis Groupe |
Conceptulizaion |
Alexandre Choucair |
Leo Burnett KSA |
Conceptulizaion |
Mohammad Sehly |
Leo Burnett KSA |
Concepulization |
Saadi Alkouatli |
Leo Burnett KSA |
Coceptulizaion |
Ehab Armanious |
Leo Burnett KSA |
Cocepulizaion |
Mohammed Omeira |
Leo Burnett |
Conceptulizaion |
Thamer Farsi |
Leo Burnett KSA |
Conceptualisation |
Mazen Mitri |
Leo Burnett Beirut |
Conceptulization |
Waleed Hmeidan |
Leo Burnett KSA |
Conceptualization |
Ziad Chehab |
Leo Burnett KSA |
Conceptualization |
Michael Chedid |
Leo Burnett KSA |
Concepulizaion |
Shadi El Mourad |
Leo Burnett KSA |
Conceptluzation |
Sami Saleh |
Prodigious |
Conceptualization |
Myriam Abi Wardeh |
Prodigious |
Conceptualization |
Naji Bechara |
Prodigious |
Conceptualization |
Ian Ruschel |
Freelancer |
Concept |
Hatem Alfayez |
Aramco |
Conceptualization |
Mohammed AlBeesh |
Aramco |
Conceptualization |
Links
Video URL