2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

What kind of bank can not be robbed? A smart branch. We developed a comedy-centric film revolving around a bank robbery with 3 masked thieves attempting a mass theft. Instead they find nothing but a security guard; which unfolds how they will not be able to win millions of cash as its automated and not human - led. Through comedy, the easiest way to Egyptian's hearts & minds we explain how the smart branches work.

Cultural / Context information for the jury

Our strategic challenge was two-fold; initially the vast majority of Egyptian consumers are heavily reliant on cash with no existing card culture, in addition to a general aversion towards technology especially when it comes to banking. We needed firstly educate the consumers on the benefits and secondly provide them with reasons to believe to incentive them to visit our smart branches. Secondly, we needed to position NBE as the top of mind brand being at the helm of digital innovation that consistently pioneers change. We needed to increase top of mind awareness and generate new found positive sentiments in order to reposition the brand as a modern yet relatable bank.

Tell the jury about the casting process.

We had to hand pick our cast, move away from the usual cliches, the familiar and the stereotype of bank robbers. We chose based upon great acting skills. We had to go for a more foreign charismatic cast that would resonate with people, the ones they are used to seeing on Netflix Originals. We decided to go beyond the pool of commercial cast in Egypt and pick the most unexpected. People that would typically look like a family or friend member; not a model in an ad.