Brand | EMIRATES NBD |
Product/Service | RAMADAN CAMPAIGN |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Animation |
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
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