2020/2021 Winners & Shortlists

CREATE TO GROW STRONGER

Bronze Lynx
BrandFIRS ABU DHABI BANK
Product/ServiceFIRST ABU DHABI BANK
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryCasting
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Production DÈJÁVU Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

In this original documentary series, we brought 8 completely different artists, from opposing backgrounds, together to collaborate and create unique masterpieces. Each artist was given the tough task of creating art within 72 hours and with a counterpart they had never seen or worked with before. The end result: impressive, one-of-a-kind works of art and proof that a combination of cultures and styles can lead to beauty.

Cultural / Context information for the jury

First Abu Dhabi Bank (the largest financial corporation in the UAE) has embraced the "Growing Stronger Together" concept/positioning since its early days. And when it wanted to expand and invest in other markets like India, Egypt, Saudi Arabia, China and so forth, we decided to create content that did much more than a simple TVC. The Create to Grow Stronger series conveys the essence and spirit of the bank's concept in an unconventional way. It joins artists from 3 large Emirates and other countries (the markets the bank is actually investing in) to show that collaboration between the Arabic region and the world can amount in beautiful results.

Tell the jury about the casting process.

Casting for this show was a tough and lengthy process since we needed to use artists from the Emirates and artists from the markets First Abu Dhabi Bank was investing in (China, Saudi Arabia, Egypt and India). Aside from this, the artists needed to have opposing styles and come from different backgrounds and this was essential to proving the series' point that collaboration can spur growth. More than 150 artists were reviewed until we chose the final 8. And it's quite beautiful to see that the process paid off.

Credits

Name Company Role
Matthew Butterworth MullenLowe MENA Executive Strategy / Creative Lead
Paul Banham MullenLowe MENA Executive Creative Director
Eduardo Castello Branco MullenLowe MENA Creative Director
Hagall Muniz MullenLowe MENA Creative Director
Jillian D'Silva MullenLowe MENA Copywriter
Maher Al Halabi MullenLowe MENA Art Director
Racha Saadaoui MullenLowe MENA Business Director
Marija Obradovic MullenLowe MENA Account Director
Lea Abdallah MullenLowe MENA Account Executive
Marcio Rodrigues MullenLowe MENA Editor / Motion Graphics Specialist
Naim Bahous MullenLowe MENA Head of Arabic Copy
Links
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