Brand | EMIRATES NBD |
Product/Service | LOANS & LIABILITY |
Entrant | IMPACT BBDO Cairo, EGYPT |
Category | Production Design / Art Direction |
Idea Creation
|
IMPACT BBDO Cairo, EGYPT
|
Idea Creation 2
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
THE TALKIES Cairo, EGYPT
|
Post Production
|
SQUIDS VISUAL ARTS Giza, EGYPT
|
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).
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
First, we needed to have a disruptive element that breaks the oddness of people getting crunched in financial nightmares and releasing that tension in the air ! after endless rounds of debates that is when we resorted to creating and manufacturing a ROBOT! why? because its super cool having a 2 meter retro ATM robot that breaks the silence and creates a total plot twist.
Second, the special effects team wiring the actors to fly and fall from a building to a pool of money ! that wasn't a walk in the park with so many hours in rehearsals and physical trainings for the regular cast to deliver such a performance.
Credits
Ali Rez |
Impact BBDO |
Executive Creative Director |
Ahmed Atta |
ImpactBBDO |
Coming up with the concept and supervising the whole process |
Nader El Nakoury |
Talkies |
Directing the film |
Tarek Akil |
Impact, BBDO |
Head of Account Management |
May Mohsen |
ImpactBBDO |
Agency Producer |
Mohamed Hefnawy |
The Talkies Cairo |
Manufacturing the robot |
Amr Lotfy |
ImpactBBDO |
Strategy building and supervising the account management process |
Hani Sharaf |
ImpactBBDO |
wrote the script |
Hassan Mohamed |
ImpactBBDO |
Art Director and Visualizer |
Miriam Edward |
ImpactBBDO |
Managing the project |
Farida Bashary |
ImpactBBDO |
Client Servicing throughout the project |
Links
Video URL