Brand | BWM |
Product/Service | BMW RAMADAN FILM |
Entrant | SERVICEPLAN Dubai, UNITED ARAB EMIRATES |
Category | Durable Consumer Goods including Automotive |
Idea Creation
|
SERVICEPLAN Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
The story about a young father who is struggling with the heartbreaking memories
of his older brother, with whom he had a falling out years ago.
It is Ramadan now and feelings and emotions are heightened.
He goes to pick up his son from school and sees his son playing with his brother’s
son, the little boy’s cousin.
This reminds him of when he and his brother were young. And the emotions start to
bubble up. He bumps into his brother outside the school but is callously snubbed by
him. Visibly disturbed by this, and thinking there’s no way back for them, he
reminisces through an old family scrap book.
The film portrays a powerful moment of reconciliation where forgiveness
wins over stubbornness and pride, as the older brother breaks family tradition to
make amends with his younger brother.
Cultural / Context information for the jury
We live in a time where individuality is on the rise. The Middle-East is no exception. Affluence and modernity have brought great progress to the region, but it has also taken its toll on relations and family dynamics. The people of the GGC are proud and deeply passionate but also very private. It's not easy to be vocal or expressive about one's sentiments within the community. Family feuds/disagreements tend to linger on passively. If there was ever a time to broach this subject, it was the Holy Month of Ramadan. BMW, a historically beloved brand amongst the locals, boldly but delicately started a conversation in the right direction.
Credits
Sune Sorensen |
Shoot Happens |
Director |
Niels Thastum |
Niels Thastum |
DOP |
Jason Romeyko |
Serviceplan |
Global ECD/Creative leader |
Nathalie Shardan |
Serviceplan |
General Manager |
Wayne Fernandes |
Serviceplan |
Concept/Creative leader |
Victor Farias |
Serviceplan |
Concept/Creative leader |
Khalil Hadad |
Serviceplan |
Arabic Copywriter |
Ona Johnson |
Serviceplan |
Project Manager |
Frances Bonifacio |
Serviceplan |
Strategist |
Lucas Duque |
Sonido Antro |
Music |
Eddy Rizk |
Big Kahuna films |
Executive Producer |
Maya Abdul |
Big Kahuna films |
producer |
Claudia Ibrahim |
Big Kahuna films |
Post producer |
Sebastien Leclerc |
Big Kahuna films |
Editor |
Links
Video URL