Brand | EMIRATES NBD |
Product/Service | LOANS & LIABILITIES |
Entrant | IMPACT BBDO Cairo, EGYPT |
Category | Local 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
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
Video URL