2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

In this original documentary series, we brought 8 completely different artists, from opposing backgrounds, together to collaborate and create unique masterpieces. Each artist was given the tough task of creating art within 72 hours and with a counterpart they had never seen or worked with before. The end result: impressive, one-of-a-kind works of art and proof that a combination of cultures and styles can lead to beauty.

Cultural / Context information for the jury

First Abu Dhabi Bank (the largest financial corporation in the UAE) has embraced the "Growing Stronger Together" concept/positioning since its early days. And when it wanted to expand and invest in other markets like India, Egypt, Saudi Arabia, China and so forth, we decided to create content that did much more than a simple TVC. The Create to Grow Stronger series conveys the essence and spirit of the bank's concept in an unconventional way. It joins artists from 3 large Emirates and other countries (the markets the bank is actually investing in) to show that collaboration between the Arabic region and the world can amount in beautiful results.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

As bank born only a few years ago, First Abu Dhabi Bank has always adopted a challenger mindset and approach. It has been focused on doing things differently and bringing more innovation to everything it does and use that as the means to Grow Stronger (the bank's concept). And when it was tasked to create a campaign that showed the true essence and spirit of its concept, it did something no other bank in the region had ever done: an original documentary series aired on one of the biggest channels and on-demand. When other banks were doing TVCs and traditional advertising, FAB decided to go further and challenge the format/medium and do something truly different.