NOT YOUR USUAL KIND OF BANK
Brand | NATIONAL BANK OF EGYPT |
Product/Service | E-BRANCH |
Entrant | TNA Cairo, EGYPT |
Category | Direction |
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
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 |