2020/2021 Winners & Shortlists

SMALL CHANGE

BrandEMIRATES NBD
Product/ServiceRAMADAN CAMPAIGN
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryAnimation
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
Production HANZO FILMS Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

A well-off woman happens to come across the balance-receipt of a lady that used the ATM machine before her. A quick glance and she realizes that the lady only has about AED 197, left in her account; a number that comes to haunt her further down in the story as she finds herself spending the same sum on things that come with her affluent lifestyle. This saddens her, out of empathy, until one day when she runs into the same lady again who, contrary to her belief, seems absolutely content and happy with what she has. This creates a behavioral change in our protagonist as she starts appreciating the simpler joys of life instead of hinging her happiness of materialistic purchases.

Cultural / Context information for the jury

UAE is an affluent country. A majority of the population, locals and expats alike, live extremely comfortable lives. It’s not easy to empathize or dwell on what hardship looks like when you’re surrounded by such lavish lifestyles. Ramadan, a month of self-restraint and reflection has ironically become a time of over-indulgences and somewhat wasteful behavior. With the animated short “small change”, we wanted to leave people with something to think about in terms of their own monetary habits and behavior.

Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.

We wanted the style and tone of the film to be simple, much like the message of the film. We practiced great restrain not to go overboard with execution as it would counteract the idea of living within one’s means. The brush painted 2D animation gave the film a layer of humility and ‘handmade’ feel.

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
Hafsa Qureshi Leo Burnett Communication Director
Lama Mosallem Leo Burnett Communication Executive
Ralph Matar Leo Burnett Agency Producer
Shereen Mostafa Leo Burnett Head of Production
Fabienne Naggear Leo Burnett Communication Executive
Hijaz Moosa Hanzo Executive Producer
Matteo Maggiore Leo Burnett Senior Copywriter
Valerio Mangiafico Leo Burnett Senio Art Director
Israa Tariq Leo Burnett Copywriter
Jesper Ramadan Leo Burnett Senior Art Director
Diorgenes Wenderly Dos Santos Leo Burnett Creative Director
Navya Sajeevan Spark Foundry Media Manager
Vinitha Merchant Spark Foundry Media Senior Executive
Marlies Van Der Wel Hanzo Director
Hijaz Moosa Hanzo Executive Producer
Jessica Iken Hanzo Producer
Rob Winek Artbox Editor
Manuel Ferrari Editor Editor
Manuel Ferrari Editor Editor
Manuel Ferrari Editor Editor
Manuel Ferrari Editor Editor
Yngwie Boley Artbox Illustrator
Freek Van Haagen Artbox Illustrator
Lennert Busch Artbox Music Composer
Mauricio d'Orey Artbox Sound Design
Ramzi Sleiman Leo Burnett Business Lead
Links
Video URL