2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

ADNOC’s Energy For Life campaign was designed as part of an ongoing journey of brand transformation, celebrating the ways in which ADNOC helps to enable and accelerate the UAE’s ambitions and achievements; through the endorsement of prominent members of UAE society. The six Energy For Life films, a mixture of Arabic and English, each featured an inspirational UAE citizen excelling in their own unique way. The films follow narrative arc that witnesses the contributors overcoming life’s challenges and defining what gives them their ‘Energy for Life’.

Cultural / Context information for the jury

The film featuring Chaica Al Qassimi is a particularly important part of the campaign, which ran on from ADNOC’s official partnership of the 2019 Special Olympics World Games in Abu Dhabi. The Energy For Life campaign is part of a major UAE drive to increase awareness and inclusion among people with disabilities. The term ‘people of determination’ used in the film is the English translation of the Arabic phrase which is incredibly positive and has been adopted by the UAE as a powerful force for real social change.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

In 2017, as part of its ongoing transformation journey, the Abu Dhabi National Oil Company (ADNOC) embarked upon an ambitious rebranding and repositioning program, to help reassert the pivotal role that the company plays in supporting and enabling the UAE’s remarkable progress. This was a unique opportunity to embed the brand at the very heart of the business’ broader transformation; creating a powerful ‘change agent’ that would help to ensure the company would soon become recognized as the UAE’s strongest and most valuable brand and the world’s fastest growing oil and gas brand.