NATIONAL DAY "THE TIMELESS LETTER"
Brand | SAUDI ARAMCO |
Product/Service | PETROLEUM COMPANY |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Production 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
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 |
Links
Video URL