PRIDE - "Let’s see things from a new Perspective "

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, United Arab Emirates

Awards

30511

This ad is part of the ACT Responsible Collection

Brand: PRIDE
Country: United Arab Emirates

Advertiser: Emirates NBD

Title	Let’s see things from a new Perspective
Agency	FP7/DXB - McCann Worldgroup
Campaign	PRIDE – People Receiving Independence and Dignity through Empowerment.
Advertiser	Emirates NBD
Brand	PRIDE
Date of First Broadcast/Publication	2015 / 2
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Tagline	Let’s see things from a new Perspective
Story	Emirates NBD invited people in the UAE to a special art exhibition called ‘Perspectives' showcasing exclusively curated work created by upcoming artists. 100% of the proceeds went to Manzil – an NGO for special needs children in the UAE.
Philosophy	We conducted a live auction in conjunction with Auction House, where patrons could own those works of art. We then gave them the opportunity to meet the talented artists. And the surprise they experienced was something they were not expecting.
Media Type	Case Study
Length	269 seconds
Head of Insights & Strategy	Tahaab Rais
Associate Creative Director	Josephine Younes
Associate Creative Director	Nayaab Rais
Creative Strategy and Insights	Tahaab Rais
Art Director	Josephine Younes
Copywriter	Nayaab Rais
Account Director	Vicky Kriplani
General Manager – Business Unit	Spiro Malak
Account Manager	Layan El Hafi
Account Executive	Erna Redzepagic
Designer	sameer ketkar
Design Director	Erol Salcinovic
Head of Creative Services	Khaled Hamza
Production Manager	Sreenivasan Kuniyil
Studio Artist	Kashif Ahmed
Retouch Artist	Amit Borawake
Events & Activations Manager	Chelle Dauban
Head of Group Brand Management	Elena Cruz (Emirates NBD)
CSR Program Manager	Abeer Khalfan Obaid Khalfan (Emirates NBD)
Production	Filmpudding
Executive Producer	Layal Moukahal Azzi
Senior Producer	Alain Abi Khalil
Production Manager	Kamilla Huseynova
Associate Producer	Carla Sawan
Director	Nizar Sfair
Director of Photography (DOP)	Riki Butland
First Assistant Director	Jeremy Williams
First Assistant Director	Ziv Gordon
Gear House	Inhouse Film
Gear House	Pro Action
Post Production House	Serena
Music Composition	BKP Music
Production Consultant	Dolly Saidy (Mint)
Producer	Rawan Khatib (Mint)
Editors and Motion Artists	Ashraf Muhammadunny
Editors and Motion Artists	Aurangzaib Zafar
Photography	Ashraf Muhammadunny