2020/2021 Winners & Shortlists

NOT YOUR USUAL KIND OF BANK

BrandNATIONAL BANK OF EGYPT
Product/ServiceE-BRANCH
EntrantTNA Cairo, EGYPT
CategoryDirection
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

Explaining how a smart automated branch works is quite hard to a cash-led unbanked society (Egypt only has a 12% financial inclusion). We conducted a dip stick research and ran an online search trends report on what people understand on smart banking; and not to our surprise the answer was close to none. The mass generation of Egyptians have not yet been introduced to smart banking; only those that travel and bank abroad - which comprise a very small sect of the society. The breakthrough moment was when we realized that the easiest way to get through is just to explain the basics of smart banking, with a twist - ROBBERS!

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

The art direction was very simple, authentic & realistic. The conversation between the cast of the film uses subtle humor and sarcasm, very close to Egyptians heart.

Credits

Name Company Role
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