2020/2021 Winners & Shortlists

HOW TO GROW RICH DURING THE PANDEMIC

BrandENBD
Product/ServicePUBLIC SERVICE AWARENESS
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryScript
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Production DÈJÁVU Dubai, UNITED ARAB EMIRATES
Additional Company EMIRATES NBD Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

The film showcases the lavish lifestyle of a man who has grown terribly rich during the pandemic very easily. He has actually written a best-selling book HOW TO GROW RICH DURING THE PANDEMIC. He considers himself to be an artist though, not just a writer. He is a multitalented guy who is a banker one day, and the founder of a charity the next. He talks to us about his inspirations in life, his beliefs and philosophy. He even develops his own vaccine and sells it for just $500 a pop. Driven by ego and led by greed, he believes his book will help his fans prosper easily during any pandemic, but before he could taste literary success, the police nab him for online fraud.

Cultural / Context information for the jury

The UAE didn’t just face the Covid-19 pandemic, it also grappled with a cyber pandemic at the same time. Online phishing attacks increased by a whopping 250% in the UAE during the pandemic with 600,000 attacks reported in Q2 alone. Fraudsters preyed on the confusion, doubt and fear among people and posed as banks, airlines offering flight refunds, hospitals looking for extra staff, charities, vendors and suppliers, and more to steal people’s bank account and personal details. As the leading bank in the region, Emirates NBD decided to take a stand against phishing for not just banks, but every single industry affected by it in the UAE and across the world. How To Grow Rich During The Pandemic aims to not only entertain but educate people about online fraud and how to protect themselves against it.

Provide the full film script in English.

1.INTRO Film opens on the wide shot of a palatial house. AUTHOR’s VO: Money is a burden. 2.INT.LIVING ROOM.NIGHT The camera swoops over a table that has stacks of cash, gold bars, jewelry and more on it. A blurry figure emerges at the end of the table. CUT TO: A glorious painting of a man. AUTHOR’s VO: So, I relieve people of it. 3.INT.MAKESHIFT LIBRARY.DAY The AUTHOR points to a book. AUTHOR: I am James Jefferson, author of the bestselling book HOW TO GROW RICH DURING THE PANDEMIC. Like all great writers, I believe in the power of words. And soon you will too. 4.INT.MIRROR ROOM.NIGHT The AUTHOR is clad in an outrageous robe and massaging his cheeks in a rhythmic fashion. AUTHOR’s VO: I’m an artist who becomes the characters he’s pretending to be. 5.EXT.GARDEN.DAY The AUTHOR is playing golf. Security guard LARRY is standing nearby. The AUTHOR takes a break to make a call. AUTHOR: Hello, sir! I’m calling from Central Bank. 6.EXT.SOLARIUM.NIGHT The AUTHOR is inside a solarium. He makes another call. AUTHOR: Yes, this is the Immigration Department. 7.EXT.YOGA CORNER.DAY The AUTHOR is doing yoga. LARRY is guarding him. He makes a third call. AUTHOR: This is the POLICE! Nothing alarming, but… 8.CUT BACK TO: EXT.GARDEN.DAY The AUTHOR continues with his call. AUTHOR: We’re updating our computer system due to Covid-19. 9.CUT BACK TO: EXT.SOLARIUM.NIGHT The AUTHOR continues with his call. AUTHOR: We require your account number to update your visa. 10.CUT BACK TO: EXT.YOGA CORNER.DAY Wide shot of the AUTHOR doing yoga. AUTHOR’s VO: Once you gain people’s trust… 11.CUT BACK TO: INT.MIRROR ROOM.NIGHT The AUTHOR is looking into the mirror. AUTHOR: everything becomes easy! 12.EXT.COMPOUND/SEATING AREA.DAY The AUTHOR is addressing a small audience of thugs who also wish to become ‘self-made tycoons’ like him. It’s a seminar to promote his book. AUTHOR: Who enjoyed lockdown? A guy raises his hand. AUTHOR: Good man. Top man. We see the faces of the losers in the audience. AUTUOR: People are sad. People are confused. But most importantly, people are online! 13. INT.BEDROOM.NIGHT The AUTHOR is sitting in his lavish bed and typing something on his laptop. AUTHOR: Last week I set up a charity to save Covid-infected children…woohoohoo! He turns to us. AUTHOR: Thank you, you generous people. 14.CUT BACK TO: INT.MIRROR ROOM.NIGHT The AUTHOR is performing a weird facial ritual. AUTHOR’s VO: Great art transforms people. 15.EXT.CAR/ROAD.DAY The AUTHOR is sitting in the backseat of a luxurious car enjoying a banana. He points to a homeless man across the street. AUTHOR’s VO: For example, Gerald here had $240K set aside for investments. The AUTHOR throws the banana peel in front of the homeless man. AUTHOR’s VO: Now, he has that! 16.INT.LIVING ROOM.DAY The AUTHOR is looking outside a window lost in thought. There’s an open book kept in front of him. AUTHOR: Sometimes when I get nostalgic, I play the Nigerian Prince. CUT TO: Close up of a page. It reads: MY CLASSICS The Nigerian Prince AUTHOR: But it’s beneath me now. 17.EXT.OUTSIDE COMPOUND.DAY Some people (security guard LARRY among them) have gathered outside the gates of the AUTHOR’s mansion. A “nurse” is vaccinating them one by one as the author stands nearby keeping an eye on the proceedings. AUTHOR’s VO: I have also ventured into making vaccines now. CUT TO: The AUTHOR. AUTHOR: 500 dollars a pop. The nurse injects LARRY. NURSE: Next! CUT TO: The AUTHOR. AUTHOR: Easy! 18.INT.HALL.DAY. The AUTHOR and his maid, a small and stocky lady, are staring at a security guard who is lying flat on the carpet. He asks the maid. AUTHOR: Is Larry napping? MAID: That’s Tommy. He take your vaccine. 19.INT.MAKESHIFT LIBRARY.NIGHT The AUTHOR is sitting next to the book HOW TO GROW RICH DURING THE PANDEMIC. AUTHOR: This book will help my fans prosper during any pandemic. Easy! Just then the maid comes running in. MAID: Police! The terrified AUTHOR panics. AUTHOR: Somebody’s leaked our address. You just can’t trust anybody anymore! 20.EXT.COMPOUND.NIGHT SFX: Incoming police helicopter’s rotor The AUTHOR runs outside in an attempt to escape. His hair is violently flapping in the air. But soon he realises there’s nowhere to hide. He is surrounded by the police. Just then his wig flies off. AUTHOR: Only buy original copies of the book. SUPER: DON’T MAKE A FRAUDSTER’S JOB EASY. NEVER SHARE YOUR PASSWORD OR CVV NEVER WIRE MONEY WITHOUT VERIFICATION NEVER MAKE A DONATION WITHOUT VERIFICATION A PUBLIC SERVICE MESSAGE BY EMIRATES NBD (logo) END

Credits

Name Company Role
Liz Taylor Leo Burnett Global Chief Creative Officer
Rafael Augusto Leo Burnett Dubai Concept, Creative Direction
Farhan Siddiqui Leo Burnett Dubai Concept, Script & Copywriting
Aditi Shah Leo Burnett Dubai Concept & Art Direction
Haytham Lamah Leo Burnett Dubai Arabic Copywriting.
Pooja Beri Leo Burnett Dubai Strategic Planning
Lama Mosallem Leo Burnett Dubai Planning
Shereen Mustafa Leo Burnett Dubai Production
Judy Lamaa Leo Burnett Dubai Producer
Samer Shoueiry Leo Burnett COO
Joelle Jammal Leo Burnett Dubai Deputy Managing Director
Sonal Chaddha Leo Burnett Dubai Client Servicing
Soraya Jomaa Leo Burnett Dubai Client Servicing
Vikram Krishna Emirates NBD Client
Moadh Bukash Emirates NBD Client
Mai Cheblak Emirates NBD Client
Wajd Al Hashmi Emirates NBD Client
Nalle Sjöblad Dejavu Film Director
Pasi Pauni Dejavu Director of Photography
Manasvi Gosalia Dejavu Executive Producer
Steve Gergess Dejavu Producer
Kaan Acemi Dejavu Producer
Ogan Kockan Dejavu Producer
Mary bou Akl Dejavu Post Producer
Pasi Pauni Dejavu Cinematographer
Arzu Kadak Dejavu Production Designer
Cem Ece Dejavu Production Designer
Secilay Dogan Dejavu Wardrobe Stylist
Kharmel Cochrane Dejavu Casting
Tugce Sagmanlı Dejavu Casting
Akseli Soini Dejavu Music & Sound Design
Johannes Salonen Dejavu Editing
Rizwan Maple Dejavu Editing
Petri Falkenberg Dejavu Color Grading
Grade One Helsinki Dejavu Color Grading
Pradosh Chandran Dejavu Online & Retouching
Kevin Vincent Dejavu Online & Retouching
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