Brand | MAJID AL FUTTAIM MALLS |
Product/Service | EARTH HOUR SUPPORT |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Animation |
Idea Creation
|
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
Production 2
|
ABLE&BAKER Madrid, SPAIN
|
Write a short summary of what happens in the film
The film is an educational video to teach kids how easy it is to fight against unsustainable behaviours like a harmful use of energy at home. In the video, a little girl creates a shadow monster that grows every time she misuses energy. When she realises what she created, she undoes all her bad behaviours.
Cultural / Context information for the jury
The Middle East is one of the regions with less sustainable behaviour, so when Majid Al Futtaim decided to support the Earth Hour, we chose to look into the future and educate the little ones. Our goal, make Earth Hour last longer than 60 minutes. We created content featuring a series of monsters, personifying non-sustainable behaviours, that kids should fight and defeat. We launched the campaign with this main video.
Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.
The type of animation used was 3D combined with 2D to create the Shadow-monster. The video is meant for kids, we wanted to give it a tale feeling, so the style and narrative are deliberately naive and simplistic.
Credits
Alfonso Arbós |
MullenLowe MENA |
Creative Director |
Silvia Carreño Vera |
MullenLowe MENA |
Copywriter |
Marcelo Zylberberg |
MullenLowe MENA |
Copywriter |
Maricel Candido |
MullenLowe MENA |
Art director |
Rodrigo Nakaza |
MullenLowe MENA |
Senior Art Director |
Miguel Dianda |
MullenLowe MENA |
Creative Director |
Paul Banham |
MullenLowe MENA |
Regional Executive Creative Director |
Javier Peces |
Able & Baker Studios |
Director |
Ramón Giráldez |
Able & Baker Studios |
CTO & CG Supervisor |
Carlos Tschuschke |
Able & Baker Studios |
Executive Producer |
Rami Ghanem |
MullenLowe MENA |
Group Account Director |
Haifa Harfouche |
MullenLowe MENA |
Account Manager |
Jose Basug |
MullenLowe MENA |
Motion Designer |
Mohammed Jawad |
MullenLowe MENA |
Motion Designer |
Wissam Kamel |
Majid Al Futtaim |
Director of marketing and communication |
Siham Salloum |
Majid Al Futtaim |
Development and Brand Marketing Manager |
Aisha Stapic |
Majid Al Futtaim |
Brand Marketing Executive |
Links
Social Media URL