2020/2021 Winners & Shortlists

NATIONAL DAY "THE TIMELESS LETTER"

BrandSAUDI ARAMCO
Product/ServicePETROLEUM COMPANY
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryProduction Design / Art Direction
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement SPARK FOUNDRY Riyadh, SAUDI ARABIA
PR LEO BURNETT Riyadh, SAUDI ARABIA
Production PRODIGIOUS MIDDLE EAST Beirut, LEBANON

Write a short summary of what happens in the film

The whole film is a journey through time and place that follows ‘The letter’. A letter from the King to the people of today and the poetic journey through time through the eyes of the child charged with carrying the letter. The film tells a story of belonging, of a rooted company that grew with the nation, made history with the nation and was not about to give up on the future of the nation.

Cultural / Context information for the jury

September 14 2019, a shaky day for Saudi Arabia with the explosions that hit the Aramco refinery. With such a blow, the country’s oil production was cut by 50% and with it, people’s resilience was put to the test. After 2 years of hard work, would they go on building the country’s promising future? But in less than 7 days, Saudi Aramco was again fully operational and Saudi Arabia’s projects were back on track. This film was launched on Saudi National day, 7 days after the attack, as a message of resilience and perseverance.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

All the art direction and production were carefully selected to mimic the exact landmarks and kings. The wardrobe and set design were also carefully selected to add this realistic charm to the whole story telling. Everything from the national dresses to the seal on the letter to the color of the sand were picked to reflect reality of the events.

Credits

Name Company Role
Mohammad Bahmishan Leo Burnett KSA Conceptualization
Saadi Alkouatli Leo Burnett KSA Conceptualization and amplification
Alexandre Choucair Leo Burnett KSA Conceptualization and amplification
Thierry Chehab Leo Burnett KSA Ideation
Mohammad Sehly Leo Burnett KSA Campaign Supervision
Ehab Armanious Leo Burnett KSA Execution
Mohammed Omeira Leo Burnett KSA Copywriting development
Habeeb Al Najjar Leo Burnett KSA Print
Dominic Raj Leo Burnett KSA Board
Andreas Ashjian Leo Burnett KSA Print
Waleed Hmeidan Leo Burnett KSA Project Management
Hatem Alfayez Aramco Support
Mohammed AlBeesh Aramco Support
Thamer Farsi Leo Burnett KSA Support
Mazen Mitri Leo Burnett Beirut Support
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