2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

stc pay is the next-level digital wallet by Saudi Telecom, a payment method for the new age. But people still preferred credit cards. So, we created a light-hearted film where the voiceover dramatically announces: “stc pay presents another card”. What follows is an action-packed sequence where the voiceover lists the card’s unique features, with actors breaking the fourth wall and interacting with the voiceover in a fun way. The card’s features are contrasted with exaggerated scenarios starring extraordinary people with attitude: the businessperson, the cool kid, and more. These impressive, and often cinematic shots, aim at reflecting the futuristic nature of the card. And at the end of the film, we see people buying into this extravagant yet convenient lifestyle, proudly holding the card that is “not another card”. An end message reveals that the stc pay card is “another card completely”, urging viewers to install the app now.

Cultural / Context information for the jury

To position stc pay as a modern payment method for all Saudis, we needed our scenes and actors to reflect this modern approach, but by still being loyal to Saudi culture. In one of the scenes, we showed Grandizer, a giant super-robot that is a timeless icon for Saudis, interacting with the card. And to reach Saudi youths and speak their language, we asked popular faces and influencers in Saudi pop culture to make a cameo, such as Abu Hamdan, a local influencer with millions of followers, who is known for his fashion and absurd comedy.

Tell the jury anything relevant about the direction. Do not name the director.

The voiceover used throughout the film is important to communicate all the unique features of stc pay. With a fun back-and-forth conversation between the VO and characters,we are breaking the fourth wall to create a funny and unexpected dynamic, with the characters finally realizing stc pay’s real power at the end. While the music adds to the youthful feel and puts audiences in a certain mood, the overall look and feel is super modern to reflect the futuristic techy services. We also featured loveable faces like top influencer Abu Hamdanto create relatability with youth, and a dynamic editing style and transitions that kept the momentum going. All of these helped position stc pay on a much higher ground, and helped it connect better with young audiences.