2022 Winners & Shortlists

MAJD AND THE LIBRARIAN

Short List
BrandAL ETIHAD CREDIT BUREAU
Product/ServiceCREDIT BUREAU
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryFiction & Non-Fiction Films up to 5 minutes
Idea Creation SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production HANZO FILMS Dubai, UNITED ARAB EMIRATES
Production 2 VULTURE HEAD STUDIO Istambul, TURKEY

Why is this work relevant for Entertainment?

There is no easy way for a financial institution to communicate the message of telling people to come through on their loans and pay their credit card bills on time. This topic usually leaves people with a bitter taste. To get people to lower their defenses to this message, we had to tell them a great story first. A story that entertains and engages them enough to keep them watching till the end, where we could leave behind a subtle message. And that’s just the story we told with childlike simplicity and a classic ‘morale of the tale’ ending.

Background

Every year, thousands of people fall into a debt spiral in the UAE due to easy credit access and lack of financial education. The fact that the population of country is largely made up of expats compounds things further since they aren’t entirely aware of the policies, and defaulting payments could lead to serious repercussions. Al Etihad Credit Bureau was established to bring transparency to the lending business, while also facilitating residents with all that they need to know to access their credit worthiness. Their recently launched app makes it ever so easy for people who would like to take a loan out for personal or business reasons. With this film, we wanted to position the Bureau as someone who only has the best interest of the residents in mind.

Describe the creative idea

An animation film that’s tackles the sensitive topic as asking people to come through on their payments and loan obligations done through the allegory of young boy borrowing a book from the library but forgetting to return it. The librarian in the film represents the role of the financial institutions who are firm but fair and reward responsible behavior whereas the young boy represents residents who have their heart in a good place, but are sometimes unable to come through on promises.

Describe the strategy

UAE is home to people from over 180 countries from different backgrounds, across different income groups. Being the first ever piece of communication commissioned by the bureau, the work needed to have universal appeal and a sensitive approach. We intentionally chose to go down the path of an animated movie because they usually help lower the guards of the audience. The entire story is conveyed as an allegory of borrowing books that instantly stirs a sense of nostalgia, while delivering the message around borrowing money which has always been a touchy topic for the financial industry.

Describe the execution

The film tells the story of a young boy borrowing a book from his local library and forgetting to return it, only to rediscover the book years later. The opening sequence features a young man finding a dust-covered copy of ‘The Arabian Nights’ whilst clearing out his attic, which takes him back in time to the library where he borrowed it as a child, reminding him of the kind librarian who had encouraged him to take an interest in reading. As an adult, he returns to the library where the librarian has been replaced by a young woman, who opens a locker to reveal a note left to the boy by the old man that redeems the boys shame. No dialogue is necessary in this touching animation, as it sensitively recounts the story as an allegory for borrowing something and keeping your word to return or pay it back.

Describe the outcome

Over 6 million organic views owing to the film being reshared by blogs, educational institutions, animation channels and residents themselves. VTR of over 85%, rarely seen in films of this length. Download of AECB app saw a sizable jump of 250% above month before launch Website visits while film was being promoted went up by 400% All of the above smashed the estimates the client had forecasted for the film considering the media plan was very frugal.

Credits

Name Company Role
Rami Hmadeh Serviceplan Middle East Manager Partner
Natalie Shardan Serviceplan Middle East Manager Partner
Azhar Siddiqui Serviceplan Middle East Manager Partner
Frances Valerie Bonifacio Serviceplan Middle East Head of Strategy
Jason Romeyko Serviceplan Group Executive Creative Director
Akhilesh Bagri Serviceplan Middle East Chief Creative Officer
Georgia Fattoracci _ Writer
André Couto Serviceplan Middle East Creative Director
Saleh Elghatit Serviceplan Middle East Creative Director
Kunal Gagwani Serviceplan Middle East Art Director
Kenneth Barnes Serviceplan Middle East Art Director
Yasir Ali Serviceplan Middle East Art Director
Aashna Gopalkrishnan Serviceplan Middle East Copywriter
Hijaz Moossa Hanzo Films Executive Producer
Esfandiar Haji Hanzo Films Director
Shahriar Ghatre Hanzo Films Director
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