Brand | EMIRATES NBD |
Product/Service | ANTI-PHISHING AWARENESS CAMPAIGN |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Direction |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
|
PR
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Singing his woes from Rikrok’s perspective, a young customer finds his bank account cleared out, after responding to a ‘Dear Customer’ email requesting account information, an email that appeared to be coming from the bank itself. The older bank manager matter-of-factly declares: "It wasn't me" and rolls off to rap, in typical Jamaican voice and diction, how hackers are always prowling on unsuspecting individuals. The lyrics blatantly list out the fundamental do’s and don’ts of online banking for the benefit of the young customer and also the viewer.
Cultural / Context information for the jury
More than half the adult population in the UAE fell victim to cyber-crime last year. The country’s strong economy and diversity of residents made it an obvious target for cyber-criminals. To complicate the situation further, the rapid rise of online shopping across the Emirates has also put many consumers in the sights of scammers. Tackling this issue was of foremost importance not just for the bank but also the national police and Government.
Tell the jury anything relevant about the direction. Do not name the director.
The direction of the film required a fine balancing act between entertainment and education. The intent was to create something stark and fresh so that it becomes an absolute must watch, while also keeping the viewers hooked for the length of the video. Parodies often end up as just that; the director’s fine treatment of the film, elevated it to an iconic and important piece of communication that quickly became the talk of the town and the Internet.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Andre Nassar |
Leo Burnett |
Executive Creative Director |
Akhilesh Bagri |
Leo Burnett |
Creative Director |
Sonal Chaddha |
Leo Burnett |
Group Communication Director |
Lama Mosallem |
Leo Burnett |
Communication Executive |
Jesper Ramadan |
Leo Burnett |
Senior Art Director |
Israa Tariq |
Leo Burnett |
Copywriter |
Shereen Mostafa |
Leo Burnett |
Head of Production |
Valerio Mangiafico |
Leo Burnett |
Senio Art Director |
Matteo Maggiore |
Leo Burnett |
Senior Copywriter |
Ralph Matar |
Leo Burnett |
Agency Producer |
Fabienne Naggear |
Leo Burnett |
Communication Executive |
Shadi Khermasho |
Leo Burnett |
Head of Arabic |
Ayman Shehade |
Leo Burnett |
Arabic Copywriter |
Kimberly Douglas |
Leo Burnett |
Planning Director |
Navya Sajeevan |
Spark Foundry |
Media Manager |
Vinitha Merchant |
Spark Foundry |
Media Senior Executive |
Diorgenes Wenderly Dos Santos |
Leo Burnett |
Creative Director |
Links
Video URL