Brand | EMARAT (EMIRATES GENERAL PETROLEUM CORPORATION) |
Product/Service | EMARAT / EMARAT B2B SERVICES |
Entrant | HOUSE OF COMMS Dubai, UNITED ARAB EMIRATES |
Category | Production Design / Art Direction |
Idea Creation
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HOUSE OF COMMS Dubai, UNITED ARAB EMIRATES
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Media Placement
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HOUSE OF COMMS Dubai, UNITED ARAB EMIRATES
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PR
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HOUSE OF COMMS Dubai, UNITED ARAB EMIRATES
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Production
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HOUSE OF COMMS Dubai, UNITED ARAB EMIRATES
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Production 2
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BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES
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Production 3
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WALEED SHAH STUDIO Abu Dhabi, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
‘Expect the Expected’ begins with a young Emirati boy pulling into an Emarat petrol station in 1981, the year Emarat was established. Throughout the 60-second spot, we watch as the boy grows up, has a family of his own, and finally makes his Father proud by becoming a pilot. We see the milestones of his life and the emotions shared between a family played out against the backdrop of a petrol forecourt, supporting the message that Emarat supports your journey through life. Replica vintage cars, petrol pumps and uniforms are used to evoke feelings of familiarity and nostalgia around visiting an Emarat station.
The entire film is shot through the windscreen of a car, providing the audience with a unique view of the scenes that are unfolding on the screen and acting as a reinterpretation of the phrase ‘viewing life through a lens’.
Cultural / Context information for the jury
Expect the Expected was shot at multiple locations across Emarat’s Retail and Commercial services in the UAE to showcase the heritage of the brand and spark feelings of nostalgia amongst local Emirati residents. The film begins at the first Emarat petrol station in Clock Tower, Deira and ends at one of Emarat’s newest stores in Greyteesha, symbolising the passing of time and evolution of our main character.
Production teams consulted Emarat’s archive library of photography and film footage to ensure set design accurately represented the heritage of the UAE over the past four decades. As a result, the film features many nostalgic cues that will resonate with the local audience who have grown up in the UAE, including real petrol pumps from the 1980s, pump attendant uniforms and a replica of the branded tissue boxes that were given out to customers in 1980s to further evoke familiarity and warmth.
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
To achieve a connection with the audience and stimulate brand love, we implemented two art direction strategies:
Heritage – We utilsed Emarat’s archives library to source or re-create items from the 1980s to bring its rich history to life. We contacted old garages to source original petrol pumps, classic cars and signage to bring each decade to life, plus worked with a local tailor to hand make replica Emarat uniforms to spark fond memories amongst viewers.
Emotion – To create an emotional connection, we used close-up shots of facial expressions depicting the many emotions that circle amongst families. Tears were caught slowly rolling down the face, flashes of frustration between a married couple caught in a disagreement, the laughter of children playing with siblings and the beam of pride between a father and a son. All of these mirror the strong family message that was prevalent throughout the
Credits
Ali Mostafa |
Ali Mosafa |
Director |
Carl Greiner |
House of Comms |
Head of Film |
Daniel Kilalea |
Boomtown Productions |
Executive Director and Producer |
Waleed Shah |
Waleed Shah Studio |
Photographer |
Jamie Wilks |
House of Comms |
Executive Creative Director |
Katie Bawler |
House of Comms |
Senior Client Handler |
Zahra Mirza |
House of Comms |
Scriptwriter |
Tom Williams |
House of Comms |
Senior Art Director |
Steve Taberlanche |
House of Comms |
Senior Designer |
Links
Supporting Webpage