2020/2021 Winners & Shortlists

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.