THE MAN WHO NEVER GOT ANYTHING BACK
Brand | EMIRATES NBD SAUDI ARABIA |
Product/Service | MAZEED CASHBACK CREDIT CARD |
Entrant | MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA |
Category | Screens & Events |
Idea Creation
|
MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
Media Placement
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MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
PR
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MOMENTUM SAUDI ARABIA Riyadh, SAUDI ARABIA
|
Production
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THE INDUSTRY.FILM Riyadh, SAUDI ARABIA
|
Additional Company
|
HEDGEHOG Beirut, LEBANON
|
Write a short summary of what happens in the film
We created a fictional character in Saudi Arabia to cut-through the credit card advertising clutter.
He’s a peculiar yet well-meaning man in a cold and thankless world that ignores him; symbolically representing life… and banks. The film’s look aims to embody his world’s reality.
In the most “un-Saudi” banking film, we follow his life in yet another day, observing him generously giving something to someone else…
Helping hold the elevator door open for an elderly woman.
Doing the midnight shift to help his boss with urgent work that the latter needed.
Stopping on the highway back home to feed a lost goat.
Cooking pasta (albeit an absolutely bland one) for his wife.
Putting money into a vending machine to get a snack, while wandering alone at the mall.
Across all interactions, we see him get nothing back.
Until one transformational moment… when he remembers what it was like to smile.
Cultural / Context information for the jury
Emirates NBD is a leading bank in the UAE. But it was a relatively new bank in Saudi Arabia and ranks among the bottom rung in banks.
Saudi Arabia’s advertising landscape, particularly for films, is full of generic credit card offers, from banks and financial institutions, that flood the market.
Emirates NBD was launching its new cashback credit card called ‘Mazeed’ in Saudi Arabia. As a challenger brand in the market, Emirates NBD needed to do something banks don’t do to stand out and earn attention and awareness, and drive acquisitions.
Credits
Dany Azzi |
Riyadh |
Regional Executive Creative Director |
Abboud Ayyach |
The Industry.film |
Executive Producer |
Yara Ali Bdeir Assi |
The Industry.film |
Senior Producer |
Tahaab Rais |
FP7 McCann MENAT |
Film Director |
Shadi Chaaban |
The Industry.film |
DOP and Cinematographer |
Claude Abboud |
Momentum Saudi Arabia |
General Manager |
Mario Atallah |
FP7 McCann |
Agency Producer |
Tahaab Rais |
FP7 McCann MENAT |
Creative Director |
Nidal Bou Hamdan |
Momentum Saudi Arabia |
Art Director |
Tahaab Rais |
FP7 McCann MENAT |
Writer |
Paul Kerbage |
Momentum Saudi Arabia |
Account Director |
Tahaab Rais |
FP7 McCann MENAT |
Regional Head of Strategy |
Reine Razzouk |
The Industry.film |
Assistant Director |
Sayed Abou Haidar Sayed Abou Haidar |
The Industry.film |
Head of Production |
Jessica Hanna |
The Industry.film |
Production Manager |
Rawaa Fouladkar |
The Industry.film |
Production Assistant |
Ivana Touma |
The Industry.film |
Production Coordinator |
Carlo Kassabian |
The Industry.film |
Art Director |
Lamitta Hamawi |
The Industry.film |
Assistant Art Director |
Jessica Saber |
The Industry.film |
Wardrobe Stylist |
Tracy T |
The Industry.film |
Wardrobe Assistant |
Nader Sidani |
The Industry.film |
Hairdresser |
Diala Chaaban |
The Industry.film |
Make-up Artist |
Noha Hatoum |
The Industry.film |
Veil Artist |
Karen Rahme |
Hedgehog |
Editor |
Khalil Abu Rouss |
Hedgehog |
Grading |
Hussein Dia |
The Industry.film |
Runner |
Jonathan Saqqal |
The Industry.film |
Focus Puller |
Solange Elias |
The Industry.film |
Casting Director |