2020/2021 Winners & Shortlists

MOTHER'S DAY MELODRAMA

Short List
BrandHSBC MIDDLE EAST
Product/ServiceHSBC RETAIL BANKING
EntrantSAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
CategoryUse of Original Music
Idea Creation SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
Media Placement PHD Dubai, UNITED ARAB EMIRATES
Production BIGFOOT FILMS Cairo, EGYPT

Write a short summary of what happens in the film

Millennials in the region are mothers to babies and toddlers — the most challenging of ages indeed, one that demands constant attention. And after spending 24 hours with their little ones, young moms sometimes find themselves dreaming about some alone time. This is why this original Mother's Day song portrays the daily odyssey of a young mom that never gets a break from her child to read a book, eat a "not-already-half-eaten" bite or even have a bathroom break (preferably alone). A young mom, like millions of young moms out there, that have just one wish for her special day, which is not a messy breakfast in bed or a sweetly clumsy DIY card. The only Mother's Day gift that moms actually want, is a whole 5 minutes all to themselves.

Cultural / Context information for the jury

Arab millennial moms are tired of “mom-washed,” idealized images of the “perfect Arab mom” and desperately need a break from those expectations.

Tell the jury about the creation of the original music track.

The original music weaves together a happy and uplifting tune with filter-free lyrics that embody the real stories of motherhood: Sweet and ‘bitter’ in equal measures. And just like any day in a young mom’s life, our song is full of ups and downs, a mix of fast-paced-hectic moments and calm ones. But despite everything, it is sung wholeheartedly from the beginning to the end with a smile, even when fatigue sets in. Just like a real mom would do.

Credits

Name Company Role
Adil Khan Saatchi & Saatchi Dubai CEO
Komal Bedi Sohal Saatchi & Saatchi Dubai Chief Creative Officer
Raja Rizkallah Saatchi & Saatchi Dubai Creative Director & Art Director
Giorgia Fattoracci Saatchi & Saatchi Dubai Senior Copywriter
Karim El Kari Saatchi & Saatchi Dubai Business Director
Wael Said Saatchi & Saatchi Head of Production
Begad Omran Bigfoot Films Executive Producer
Aly Seifelnasr Bigfoot Films Producer
Hana El Sadek Big Assistant Producer
Mohamed el Zayat Bigfoot Films Film Director
Wouter Westen Bigfoot Films Director of Photography
Danny Bou Maroun Freelance Music Composer
Sima Itayim Freelance Singer
Links
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