Brand | HSBC MIDDLE EAST |
Product/Service | HSBC RETAIL BANKING |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Use of Original Music |
Idea Creation
|
SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
PHD Dubai, UNITED ARAB EMIRATES
|
Production
|
BIGFOOT FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
Millennials in the region are mothers to babies and toddlers — the most challenging of ages indeed, one that demands constant attention. And after spending 24 hours with their little ones, young moms sometimes find themselves dreaming about some alone time. This is why this original Mother's Day song portrays the daily odyssey of a young mom that never gets a break from her child to read a book, eat a "not-already-half-eaten" bite or even have a bathroom break (preferably alone). A young mom, like millions of young moms out there, that have just one wish for her special day, which is not a messy breakfast in bed or a sweetly clumsy DIY card. The only Mother's Day gift that moms actually want, is a whole 5 minutes all to themselves.
Cultural / Context information for the jury
Arab millennial moms are tired of “mom-washed,” idealized images of the “perfect Arab mom” and desperately need a break from those expectations.
Tell the jury about the creation of the original music track.
The original music weaves together a happy and uplifting tune with filter-free lyrics that embody the real stories of motherhood: Sweet and ‘bitter’ in equal measures. And just like any day in a young mom’s life, our song is full of ups and downs, a mix of fast-paced-hectic moments and calm ones. But despite everything, it is sung wholeheartedly from the beginning to the end with a smile, even when fatigue sets in. Just like a real mom would do.
Credits
Adil Khan |
Saatchi & Saatchi Dubai |
CEO |
Komal Bedi Sohal |
Saatchi & Saatchi Dubai |
Chief Creative Officer |
Raja Rizkallah |
Saatchi & Saatchi Dubai |
Creative Director & Art Director |
Giorgia Fattoracci |
Saatchi & Saatchi Dubai |
Senior Copywriter |
Karim El Kari |
Saatchi & Saatchi Dubai |
Business Director |
Wael Said |
Saatchi & Saatchi |
Head of Production |
Begad Omran |
Bigfoot Films |
Executive Producer |
Aly Seifelnasr |
Bigfoot Films |
Producer |
Hana El Sadek |
Big |
Assistant Producer |
Mohamed el Zayat |
Bigfoot Films |
Film Director |
Wouter Westen |
Bigfoot Films |
Director of Photography |
Danny Bou Maroun |
Freelance |
Music Composer |
Sima Itayim |
Freelance |
Singer |
Links
Video URL