2022 Winners & Shortlists

PEOPLE OF EXPO

BrandEMIRATES NBD BANK (P.J.S.C) IS LICENSED BY THE CENTRAL BANK OF THE UAE
Product/ServiceEMIRATES NBD
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production DEJAVU Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

In the film we see many people sharing their dreams, achievements, efforts. These are the visionaries building and re-thinking our world, and they are all going to meet each other at EXPO. So, with this film, we wanted to celebrate them and their spirit, their humanity and how they chase their dreams and visions. Artists, activists, common people, scientists, dreamers, athletes, the young and old, musicians, dancers, astronauts. They are all connected in their minds and hearts. They are the living embodiment of the human spirit that is pushing forward the world.

Cultural / Context information for the jury

Dubai EXPO 2020 is happening in a country always looking to the future. A country built by people able to think beyond any limit, from a scorching desert to the lack of any resource except the oil. Despite this, they are "People without limits" because they learnt how to overcome any obstacle. The same kind of people, but from the rest of the world, are heading together to EXPO 2020, to stay connected and build a better world for tomorrow, also able to overcome the current limitations around how we live. This is a pure celebration of their spirit and the best place to broadcast them is on the main symbol of EXPO 2020: the dome.

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

Our approach was merging a dreamlike world with reality, a universal portrayal of human spirit with a local UAE touch. We wanted to mix different kinds of people, with their dreams, visions, ambitions, and capture them in epic moments. Their passions are larger than life. The director built frames where he inserted our talent, free to move and play their stories, with no limits, because they do not have any.

Credits

Name Company Role
Moadh Bukhash Emirates NBD Chief Marketing Officer
Mai Cheblak Emirates NBD Vice President Group Media and Social
Juggi Ramakrishnan Memac Ogilvy Dubai Chief Creative Officer
Cristiano Tonnarelli Memac Ogilvy Dubai Group Creative Director
Colin Nimick Ogilvy EMEA Copywriter
Shadi Kharmacho Memac Ogilvy Dubai Head of Arabic
Eduardo Guimaraes Memac Ogilvy Dubai Art Director
Catherine Bannister Memac Ogilvy MENA Chief Strategy Officer
Atul Shenoy Memac Ogilvy Dubai Managing Partner
Shauna Byrne Memac Ogilvy Dubai Account Director
Stephanie Gemayel Memac Ogilvy Dubai Senior Account Manager
Firas Bedaywi Memac Ogilvy Dubai Senior Account Manager
Maricris Gatpandan Memac Ogilvy Dubai Traffic Manager
Karthik Rajan Memac Ogilvy Dubai Copywriter
Kaustubh Pachpute Memac Ogilvy Dubai Art Director
Pedro Pinto Dejavu Director
Rajaa Chami Memac Ogilvy Dubai Head of Production