Brand | EMIRATES NBD BANK (P.J.S.C) IS LICENSED BY THE CENTRAL BANK OF THE UAE |
Product/Service | EMIRATES NBD |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Social Behaviour & Cultural Insight |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production
|
DEJAVU Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
Parents and relatives traditionally give EIDIYA to the kids in their family. It is an opportunity for adults to preach and teach their young ones to be responsible with the money they are receiving, just like they did when these parents were their children's age. However, through a series of flashbacks, we see the adults of today behaving a little differently with the EIDIYA they received when they were kids.
Cultural / Context information for the jury
EID is the Islamic holiday where people celebrate the end of Ramadan season. In UAE, Eidiya is an essential tradition where adults gift children with money to celebrate EID.
Please tell us about the social behaviour and / or cultural insights that inspired your work
When adults give the EIDIYA, they teach kids about the importance of being responsible, how to use money with common sense, and to behave. The same exact thing happened to them when they were kids years ago: the adults gift them EIDIYA with a lot of advice and idea, only not all of them are as quick to follow that advice
So, after almost two years particularly hard for kids, we reminded parents that childhood deserves to be preserved in these hard times, and for once to put less pressure on their kids and simply allow them to follow their wishes.
Credits
Moadh Bukhash |
Emirates NBD |
Chief Marketing Officer |
Mai Cheblak |
Emirates NBD |
Vice President Group Media and Social |
Cristiano Tonnarelli |
Memac Ogilvy Dubai |
Group Creative Director |
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Shadi Kharmacho |
Memac Ogilvy Dubai |
Head of Arabic |
Wael Yousuf |
Memac Ogilvy Dubai |
Head of Planning |
Atul Shenoy |
Memac Ogilvy Dubai |
Managing Partner |
Shauna Byrne |
Memac Ogilvy Dubai |
Account Director |
Stephanie Gemayel |
Memac Ogilvy Dubai |
Senior Account Manager |
Rajaa Chami |
Memac Ogilvy Dubai |
Senior Producer |
Maricris Gatpandan |
Memac Ogilvy Dubai |
Traffic Manager |
Osama Siddiq |
Memac Ogilvy Dubai |
Senior Art Director |
Karthik Rajan |
Memac Ogilvy Dubai |
Copywriter |
Ali Mostafa |
Dejavu |
Director |
Rajaa Chami |
Memac Ogilvy Dubai |
Head of Production |