2022 Winners & Shortlists

REALISTIC SAVINGS

BrandBANKERS
Product/ServiceBANKERS INSURANCE
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services / Business to Business
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

The idea for the film was very simple: when we are kids, we may stick to bad career choices. The film itself showcased a group of young boys jamming together as a band. They’re very passionate about music and want to make a career out of it. Once they start playing, however, the sound emitted from the speakers is so excruciatingly painful to listen to you can instantly tell these boys do not have a talent for music. Neither a future in it. Bankers close by stating “relying on your kids’ career for the future? Better invest in Bankers retirement plan.” It’s a simple film that encourages people to take control of their future and do the smart thing: invest in their own retirement.

Cultural / Context information for the jury

Bankers is an insurance provider that has been operating in the region for a while. They knew how challenging it was to talk about retirement and they wanted to develop a campaign to promote their retirement plans. The problem is that people generally don’t think about retirement until they get close to the age of retiring. By that time, it’s too late to invest in a plan that will make the retirement period a smooth ride. On top of that, in the Arab world, many (if not all) parents rely on their kids to support them when they are older. But what if your kids’ career has no promise whatsoever? What do you do then?

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Joe Lahham TBWA\RAAD Managing Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Alex Pineda TBWA\RAAD Executive Creative Director
Jim Robbins TBWA\RAAD Executive Creative Director
Sumanth Wilkins TBWA\RAAD Associate Creative Director
Camilo Rojas TBWA\RAAD Motion Graphics
Ricardo Gasparian TBWA\RAAD Strategic Planner
Oswaldo Sa TBWA\RAAD Associate Creative Director
Romy Abdelnour TBWA\RAAD PR & Communications
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Saleh Ghazal OMD UAE Media Placement
Paoula Abou Sleimane OMD Media Placement
Gabriel Salame OMD Media Placement
Mohammad Abdel Razzak OMD Media Placement
Gina Maayeh OMD Media Placement