2022 Winners & Shortlists

SCAM FREE LOANS

Short List
BrandEMIRATES NBD
Product/ServiceLOANS & LIABILITIES
EntrantIMPACT BBDO Cairo, EGYPT
CategoryLocal Brand
Idea Creation IMPACT BBDO Cairo, EGYPT
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production NOJARA PRODUCTIONS Cairo, EGYPT
Production 2 AHMED TAREK YEHIA MUSIC STUDIO Cairo, EGYPT

Write a short summary of what happens in the film

The film follows our hero (Abdel Bassit Hamouda who is a very famous folk local singer) in different situations where he is constantly scammed with various purchases. That is happening while he sings a song about how everything now has a catch / scam. So our hero takes us through various scenes where he was too naive to fall for a scammed product. The first being his girlfriend ditching him for another man. Then in the middle we see different purchasing situations where he bumps into what he thought great offers but gets scammed at the end. Then we end the film with the girlfriend getting back to our hero only to find out that he is not what he seems to be, he is a doppelgänger, even he turned out to be a fake scam.

Cultural / Context information for the jury

In this campaign we produced a local song with one of the best local Egyptian folk singers in Egypt. In the song we have used local and traditional proverbs to increase the levels of relatability with our audience. some of these expressions are: - A watermelon, who knows if its sweet or bland - when you purchase something and not sure of the quality. - From the outside you see something but from the inside its totally different same as don't judge a book by its cover.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Unfortunately in Egypt, shoppers get regularly scammed with fakes / counterfeit goods. it is accustomed that we double and triple check goods / services for a catch. The brand "EmiratesNBD" a bank striving for shares and relevance in the Egyptian market needed to reassure the audience that their lucrative loan offers are without fine print or any catch. what you see is exactly what you will get.

Credits

Name Company Role
Ahmed ElKeiy ImpactBBDO Lead senior creative
Amr El Haddad Nojara Directing the film
Tarek Akil Impact, BBDO Strategy & Head of Account Management
May Mohsen ImpactBBDO Agency Producer
Amr Lotfy ImpactBBDO Business lead
Mohamed Abbas ImpactBBDO Cairo Lead Creative
Mohamed Metwally ImpactBBDO Copywriter
Hassan Mohamed ImpactBBDO Art Director and Visualizer
Ibrahim Hadidy ImpactBBDO Art Director and Visualizer
Miriam Edward ImpactBBDO Account Lead
Farida Bashary ImpactBBDO Account Lead
Ali Rez ImpactBBDO Executive Creative Director
Links
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