THE MAN WHO NEVER GOT ANYTHING BACK
Brand | EMIRATES NBD SAUDI ARABIA |
Product/Service | MAZEED CASHBACK CREDIT CARD |
Entrant | MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA |
Category | Casting |
Idea Creation
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MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
Media Placement
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MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
PR
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MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
Production
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THE INDUSTRY.FILM Riyadh, SAUDI ARABIA
|
Additional Company
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HEDGEHOG Beirut, LEBANON
|
Write a short summary of what happens in the film
We follow the life of a peculiar yet well-meaning man in a cold and thankless world that ignores him; symbolically representing life and banks.
The cold cinematography aims to embody his world’s reality.
In the most “un-Saudi” banking film, we observe the many instances when he, generously, does something for someone else...
An elderly woman (holding the elevator)
His boss (for a midnight shift)
A lost goat (feeding it).
His wife (cooking an absolutely bland pasta).
A vending machine (inputs money in the right and secure way).
But, across all those instances, we see him get nothing back.
Until one transformational moment, when the universe deals him a kinder card thanks to Emirates NBD. As he struggles to break into a smile (because he has had no reason to thus far), he erupts into a frenzy of joy, subsequently, breaking the fourth wall with us, the viewers too.
Cultural / Context information for the jury
Emirates NBD is a leading bank in the UAE. But it is a relatively new bank in Saudi Arabia, being in the market for only a couple of years.
Now, Saudi Arabia’s advertising landscape, particularly when it comes to films, is full of generic credit card offers and rewards, from banks and financial institutions, that flood the market, with absolutely no differentiation nor storytelling.
So, when Emirates NBD was launching its new cashback credit card called ‘Mazeed’ in Saudi Arabia, as a challenger brand in the market, we needed to do something banks don’t do to stand out and earn attention and awareness, and drive acquisitions.
To promote a credit card that gives you back, we did something that was totally “un-Saudi” as we showed a world where you get nothing back through the lens of a fictional character.
Tell the jury about the casting process.
Casting spanned Saudi Arabia, Egypt, UAE and Lebanon. After auditioning over 93 shortlisted actors, we found Feras Hamiye. BUT, being Lebanese (blue eyes, light brown hair), he didn’t look like a Saudi. So, we designed a beard, defined a peculiar hair style and hair colour, and "Saudi-ized" him with dark contact lenses.
We chose him because:
He could typify a man struggling to get recognition for his acts of goodness towards others, in his everyday existence. We could see him fumbling through awkward situations, experiencing thanklessness in each set-piece.
He could look scathed, affected and downbeat. And because he never spoke, his look would add to the sympathy he’d evoke in people. `
Plus, the actor displayed qualities that would place him in opposition to the contemporary masculine ideal in Saudi Arabia; he’d invert the traits Saudi society accepts as necessary prerequisites for a certain type of masculine identity.
Credits
Dany Azzi |
Riyadh |
Regional Executive Creative Director |
Abboud Ayyach |
The Industry.film |
Executive Producer |
Yara Ali Bdeir Assi |
The Industry.film |
Senior Producer |
Tahaab Rais |
FP7 McCann MENAT |
Film Director |
Shadi Chaaban |
The Industry.film |
DOP and Cinematographer |
Claude Abboud |
Momentum Saudi Arabia |
General Manager |
Mario Atallah |
FP7 McCann |
Agency Producer |
Tahaab Rais |
FP7 McCann MENAT |
Creative Director |
Nidal Bou Hamdan |
Momentum Saudi Arabia |
Art Director |
Tahaab Rais |
FP7 McCann MENAT |
Writer |
Paul Kerbage |
Momentum Saudi Arabia |
Account Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Reine Razzouk |
The Industry.film |
Assistant Director |
Sayed Abou Haidar Sayed Abou Haidar |
The Industry.film |
Head of Production |
Jessica Hanna |
The Industry.film |
Production Manager |
Rawaa Fouladkar |
The Industry.film |
Production Assistant |
Ivana Touma |
The Industry.film |
Production Coordinator |
Carlo Kassabian |
The Industry.film |
Art Director |
Lamitta Hamawi |
The Industry.film |
Assistant Art Director |
Jessica Saber |
The Industry.film |
Wardrobe Stylist |
Tracy T |
The Industry.film |
Wardrobe Assistant |
Nader Sidani |
The Industry.film |
Hairdresser |
Diala Chaaban |
The Industry.film |
Make-up Artist |
Noha Hatoum |
The Industry.film |
Veil Artist |
Karen Rahme |
Hedgehog |
Editor |
Khalil Abu Rouss |
Hedgehog |
Grading |
Hussein Dia |
The Industry.film |
Runner |
Jonathan Saqqal |
The Industry.film |
Focus Puller |
Solange Elias |
The Industry.film |
Casting Director |