NOT YOUR USUAL KIND OF BANK
Brand | NATIONAL BANK OF EGYPT |
Product/Service | E-BRANCH |
Entrant | TNA Cairo, EGYPT |
Category | Casting |
Idea Creation
|
TNA Cairo, EGYPT
|
Media Placement
|
TNM Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
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.
Credits
Basel El Deeb |
Tarek Nour Advertising |
Managing Partner-Head of Communication Services |
Hazem El Saadani |
Tarek Nour Advertising |
Managing Director |
Mahmoud Badr |
Tarek Nour Advertising |
Group Account Director |
Salma Khairat |
Tarek Nour Advertising |
Account Manager |
Ashraqat Khalid |
Tarek Nour Advertising |
Account Executive |
Ahmed Hamdallah |
Tarek Nour Advertising |
Creative Director |
Sherif Doss |
Tarek Nour Advertising |
Associate Creative Director |
Mahmoud Gahallah |
Tarek Nour Advertising |
Copywriter |
Mohamed Gaber |
Tarek Nour Advertising |
Senior Art Director |
Begad Hassan |
DDB Egypt |
Art Director |
Bashar Galal |
Tarek Nour Advertising |
Art Director |
Lamiaa Adham |
Tarek Nour Media |
Managing Director of TNM |
Rasha Wael |
Tarek Nour Media |
Media Director |
Lamia Shalaby |
Tarek Nour Media |
Media Director |
Amir Salah |
Tarek Nour Media |
Media Manager |
Yasmine Medhat |
Tarek Nour Media |
Senior Media Planner |
Ali Ali |
Good People |
Director |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Debara |
Good People |
Producer |
Omar Khalil |
Good People |
Line Producer |
Karim Osman |
Good People |
Line Producer |
Mohamed Ghazy |
Tarek Nour Advertising |
Associate Creative Director |