2022 Winners & Shortlists

Write a short summary of what happens in the film

The copy starts by showing to essential life situations (mother learning about the tuition fees and a couple learning about the honeymoon expenses). We start showing that our heroes are getting frustrated with all the payments they have to do. Then, Emirates NBD robot breaks through the wall to tell them that "we share your burden, take a loan from Emirates NBD and we will give you back the first two installments". Then we start playing a very well known song called "coming back" and through out the song we show our heroes ecstatic and singing under money showers and in money pool.

Cultural / Context information for the jury

Summer is a fun season full of beach time, travels and all-nighter parties right? Wrong! to many Egyptians summer is a season of ridiculous spending! as much as it should be picture perfect yet it is the time of the year were you pay your kids' exuberant tuition fees for next year and it is commonly the marriage season where most newly weds opt for a honeymoon abroad, no need to mention the costs they will incur! out of these 2 major cultural tension points we tailored made our summer loans to wave off the first two installments (as cash BACK).

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

Emirates NBD, a bank striving for shares and relevancy in the Egyptian market. we are mid year and we are still behind on our targets. adding insult to injury its summer time where normally people dread loans or financial commitments since they are already heavily burdened with the never ending summer expenditures. we had to tailor make a loan offer that eases two major financial tension points Egyptians endure during the summer time (tuition fees & honeymoon expenses). we needed to give back to our people ! actually give back 2 loan installments! This is seriously a disruptive deal across banks in Egypt in a season where banks are not really favored.