Brand | MOBILY |
Product/Service | MOBILY |
Entrant | MOBILY Riyadh, SAUDI ARABIA |
Category | Corporate Social Responsibility (CSR) / Corporate Image |
Idea Creation
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
PR
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
We open to a dimly lit concert hall. A Saudi orchestra takes the stage and prepare their instruments - seconds away from a grand performance. The conductor raises his baton.
The music starts. The orchestra erupts into their performance. A contemporary rendition of the Saudi National Anthem – a symbol of tradition, pride and social unity.
In a split second, the music abruptly stops. Musicians lay down their instruments. A spotlight opens on an empty chair in the middle of the ensemble.The musicians suddenly continue. The camera moves around the ensemble as we watch the musicians play. The music stops again. Another spotlight reveals another empty chair amidst the silence.
The anthem continues. The orchestra continues, sporadically stopping at intervals, revealing empty chairs of missing musicians. Before the final crescendo, the music stops.
SUPERS:
Persons with disabilities are an important part of society. Without them, our Kingdom is incomplete.
#EveryonesKingdom
Cultural / Context information for the jury
Saudi Arabia is becoming more socially open and inclusive by the day. The nation is driven forward by Vision 2030; a key objective of which is ‘Rewarding Opportunities’ to provide equal opportunities to all, including persons with disabilities. Although Saudi has become much more inclusive, there is still one group that feels a great sense of social exclusion –persons with disabilities. Seen as a social taboo, disability is not openly discussed within the Kingdom. Add to this a lack of suitable education, employment opportunities and citywide access, and it is easy to see why this 10% of the population does not feel 100% included. As a nation, Saudi Arabia is not a complete Kingdom without the inclusion of 100% of its people. And while Saudi is making changes and legislative progress on a governmental level, the unification of its people is what will help drive true change.
Credits
Ryan Reed |
M&C Saatchi |
Creative |
Ramzy Haddad |
M&C Saatchi |
Creative |
Ben Lees |
M&C Saatchi |
Creative |
Braden Deatcher |
M&C Saatchi |
Creative |
Thiago Neves |
M&C Saatchi |
Creative |
James Swift |
M&C Saatchi |
Art Director |
Saad Yunus |
M&C Saatchi |
Production |
Antony Stearns |
M&C Saatchi |
Strategy |
Natalie Cooke |
M&C Saatchi |
Strategy |
Carrera-Jade Simmons |
M&C Saatchi |
Client Servicing |
Mitch Williams |
M&C Saatchi |
Social |
Loulia Almidani |
M&C Saatchi |
Client Servicing |
Amy Brill |
M&C Saatchi PR |
PR |
Melinda Mesiano |
M&C Saatchi PR |
PR |
Leen Barakat |
M&C Saatchi PR |
PR |
Muhannad A. Kadi |
Mobily |
Client/General Manager Corporate Brand Management |
Faris F. Amodi |
Mobily |
Client/Brand Communication Professional |
Manasvi Gosalia |
Deja Vu |
Production |
Brence Dsa |
Deja Vu |
Production |
Neel Kumar |
Deja Vu |
Film Director |
David Quinn |
Deja Vu |
Photography |