WHAT DOES IT MEAN TO BE HUMAN?
Brand | LOUVRE ABU DHABI |
Product/Service | LOUVRE ABU DHABI |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Direction |
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
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 |
Links
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