2022 Winners & Shortlists

EXPERIENCE THE MAGIC

BrandEXPO 2020 DUBAI
Product/ServiceEXPO 2020 DUBAI
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Idea Creation 2 INGO HAMBURG, GERMANY
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

We open with a local woman in front of the iconic Mashrabiya gate calling the world to unite and come together for an event that is going to be ... “Magic!” This is echoed in different languages by participants that visitors will encounter at Expo, whether it is Opti the robot, the astronaut from the Mobility pavilion or ballet performers. To further highlight the uniqueness of an event like Expo 2020, we then see different characters who specifically tie the magical feel to the plethora of offerings that will be found there: magic with learning, with music, with technology, with architecture, with celebration, with safety and more. Ensuring we communicate the variety of activities and diversity of people; this is a call to the world come and witness the magic that will be Expo 2020 and join the making of a new world.

Cultural / Context information for the jury

We insisted on showing a diversity in the characters featured in the film as reflected in the choice of the cast. We also were particularly sensitive to the fact that we would highlight local representation throughout the edit (open shot, astronaut, local man in the Wasl dome) and hired Emirati actors for these specific roles.

Tell the jury anything relevant about the direction. Do not name the director.

The work of the director to achieve the result cannot be underestimated: moving from a script that called out the separate mandatory elements to be featured to the perfect, almost seamless blend of motion is the director’s treatment and achievement. Approach and shoot focused on creating sets and movements and then capturing them at the perfect angles to would allow the beautiful fast paced and yet flowing edit. Not an easy task as the actual elements, characters, setups, and thematic surroundings are vastly different – based on the huge range of topics, of EPXO. The approach moved the film from a static collage of separate attractions to the flowing and immersive experience – signifying the superb quality of experience and significant difference of EXPO.

Credits

Name Company Role
Patou Nuytemans Memac Ogilvy Dubai CEO EMEA
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Tobias Ahrens INGO Hamburg Executive Creative Director
Catherine Bannister Memac Ogilvy Dubai Chief Strategy Officer
Mary McFarland Memac Ogilvy Dubai Managing Director
Gautam Wadher Memac Ogilvy Dubai Creative Director
Alok Mohan Memac Ogilvy Dubai Creative Director
Rajaa Chami Memac Ogilvy Dubai Producer
Glory Fayad Memac Ogilvy Dubai Producer
Shadi Kharmacho Memac Ogilvy Dubai Head of Arabic
Ghadeer Khub Memac Ogilvy Dubai Head of Social
Stephanie Mukherjee Memac Ogilvy Dubai Associate Account Director
Irfan Ghani Memac Ogilvy Dubai Art Director
Jillian D'Silva Memac Ogilvy Dubai Head of Creative Content
Ramzi Habayeb Memac Ogilvy Dubai Senior Account Manager
Riad Joumblat Memac Ogilvy Dubai Senior Account Manager
Amirah Abdallah Memac Ogilvy Dubai Social Media Executive
Saloni Mehta Memac Ogilvy Dubai Account Executive
Callum Hoy Memac Ogilvy Dubai Group Account Director
Sholto Douglas Expo 2020 Dubai Chief Sales & Marcomms Officer – Sales-Marketing and Communications
Jan Hindy Expo 2020 Dubai Senior Vice President Marketing - Marketing
Ramzi Haddad Expo 2020 Dubai Vice President Campaigns - Marketing
Nuhad Hamdan Expo 2020 Dubai Head of Strategy and Planning - Marketing
Shobha Shrinath Expo 2020 Dubai Head of Media Planning and Buying - Marketing
Yousef Zakkout Expo 2020 Dubai Manager - Integrated Marketing D&R - Marketing
Bashar Al Khatib Expo 2020 Dubai Manager - Integrated Marketing D&R - Marketing
Chady El Khal Big Kahuna Films General Manager / Executive Producer
Sabine Farah Big Kahuna Films Executive Producer
Martin Aamund Big Kahuna Films Director
Jacob Moller Big Kahuna Films DOP
Lionel Soria Big Kahuna Films Art Director
Missy Tohme Big Kahuna Films Wardrobe Stylist
Davit Maut Big Kahuna Films Editor
David Zavadescu Big Kahuna Films Editor
- - Company3 Color Grading
- - Platige VFX
- - Lammtra Art Production 2D Animation
Jesper Gadeberg - Music Research
- - Goldstein Music Music Composer
Thomas Martin - Sound Designer
Razan Hamdan - Post Production Producer
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