2020/2021 Winners & Shortlists

WHAT DOES IT MEAN TO BE HUMAN?

BrandLOUVRE ABU DHABI
Product/ServiceLOUVRE ABU DHABI
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryScript
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
PR BRUNSWICK GROUP Abu Dhabi, UNITED ARAB EMIRATES
Production SUGAR RUSH PRODUCTIONS Dora, LEBANON

Write a short summary of what happens in the film

The film features a diverse group of young people making their way through the Louvre Abu Dhabi. These people, however, are behaving in non-conventional ways for such an institution. Defying the behavioural customs of a museum and even gravity, they are seen playfully interacting with and even challenging the museum’s environment and art pieces – thereby creating an artistic performance within an artistic setting. The storyline unfolds as follows: Protagonists are standing timidly and calmly within the museum’s setting in mostly black & white. A few subtle, yet strong colour interjections make it feel like a different world is trying to break through but is not yet succeeding. This increases gradually until one of the protagonists asks a pivotal question. That’s when the youth’s real selves shine through; demonstrated by the strong colours in both their wardrobe and the film itself and their energetic and expressive movements.

Cultural / Context information for the jury

As the world was still struggling with the ripple effects of COVID-19, Louvre Abu Dhabi decided to commission thinker and poet Ben Okri to write a poem that focused on the importance of art in our life during these challenging times. Okri’s poem came at a pivotal time, as the museum finally re-opened its doors to the public after a long-awaited closure. While most of Louvre Abu Dhabi’s initiatives had put a big focus on targeting international audiences, Ben Okri’s poem had a regional relevance that was meant to strike a chord with specific audiences in the MENA region. This is why it was crucial to present the museum in an aesthetic that was different from what we were used to, that’s why it was important to have regional and local representation in a way that is rare.

Provide the full film script in English.

This is a time for renewal. Art renews what it is to be human.
 We celebrate art as healing. We celebrate the beauty of differences.
 To renew the heart is our dream. To reveal a vision of hope. To re-imagine our journey from birth to the stars
. To collaborate with what is extraordinary in you. What does it mean to be human? It means To love, To dream,
 To make, To grow,
 To quest, To find meaning,
 To inspire and to be inspired,
 To lift ourselves upward with the magic of unity.
 The human story sings here and dreams here in its magnificence. [The script’s dramatic curve as outlined by the director]: “This is a time for renewal. Art renews what it is to be human.
 We celebrate art as healing. We celebrate the beauty of differences.
 To renew the heart is our dream. To reveal a vision of hope. To re-imagine our journey from birth to the stars
. To collaborate with what is extraordinary in you.”  Visually: slow start of the film Music: Single suspended notes (Strings at quarter tone) • Introduction of other strings. • Introduction of beat at this point. • Build up softly until drop. ”What does it mean to be human?  Visually: Turning point/ Pause/ Pace picks up dramatically Music: • Drop / Silence • Music picks up dramatically. It means To love, To dream,
 To make, To grow,
 To quest, To find meaning,
 To inspire and to be inspired,
  Visually: Fast pace Music: picks up dramatically To lift ourselves upward with the magic of unity.
  Pace starts to slow down a bit both visually and in the music The human story sings here and dreams here in its magnificence.  Visually: Slight pause then ending on a slower but lighter note Music: Slight pause then end on a ‘higher’ note.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD CCO
Hassanayn Rauf TBWA\RAAD Creative Director
Maian Alken TBWA\RAAD Copywriting
Juliana Arboleda TBWA\RAAD Art Direction
Zeina Safa TBWA\RAAD Copywriting
Rouba Asmar TBWA\RAAD Production
Dina Salem TBWA\RAAD Social
Rifaat Fakih TBWA\RAAD Strategy
Joe Lahham TBWA\RAAD GM
Arthi Rajagopalan TBWA\RAAD Client Servicing
Karin Kobia TBWA\RAAD Client Servicing
Yara Maalouf TBWA\RAAD Client Servicing
Romy Abdelnour TBWA\RAAD PR & Communications
Emma Cantwell Louvre Abu Dhabi Marketing & Communications
Sara Aljneibi Louvre Abu Dhabi Marketing
Nabiha Maktabi Louvre Abu Dhabi Translator & Editor
Maysa Sultan Louvre Abu Dhabi Designer
Chady Younes Chadi Younes Director
Mik Allen Banu Imset Agency DOP
Matt Benyayer Matt Benyayer Music composition
Ben Okri Ben Okri Poem author & narrator
Links
Video URL