2020/2021 Winners & Shortlists

SECURE YOUR ACCOUNT

Silver Lynx
BrandEMIRATES NBD
Product/ServiceANTI-PHISHING AWARENESS CAMPAIGN
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryProduction Design / Art 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 about the production design / art direction. You may wish to comment on choices, challenges or effects.

Our one word brief to the art department was ‘quintessential’. To create a quintessential bank, with quintessential décor and costumes in a quintessential world. This was important to peel away any distractions and focus on the core idea. The retro feel created a lived-in feel and familiarity, evoking collective nostalgia of how we imagine the world of ‘banking’ in our heads. This was done to give the film a universal appeal, cutting across people from different backgrounds and countries.

Credits

Name Company Role
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
Ramzi Sleiman Leo Burnett Business Lead
Links
Video URL