2020/2021 Winners & Shortlists

WHAT DOES IT MEAN TO BE HUMAN?

BrandLOUVRE ABU DHABI
Product/ServiceLOUVRE ABU DHABI
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryDirection
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.

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

The direction aimed to create a film that’s an ode to art; offering a new aesthetic point of view by exciting visual and auditory senses and bringing a touch of magic. Featuring various artistic themes; the film is a visual poetry exercise, an art piece by itself, and a ‘time out of time’ experience. The dramatic curve of the poem set the tone for the film; accentuated by action, framing, camera movement, music and editing pace; with the framing evolving from well-composed, slow gliding movements to more vibrant shots. A narration of the poem, by Mr. Ben Okri himself, was placed over the film with punctuated interventions of the protagonists, who break the 4th wall the first time at the pivotal question: “What does it mean to be human?” followed by another intervention in the subsequent section to create an intergenerational dialogue between the unseen poet and the visible youth.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD CCO
Hassanayn Rauf TBWA\RAAD Creative Director
Sarah Ghessoum TBWA\RAAD Senior Art 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
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