Emirates NBD "Let's see things from a new perspective" (2015) 4:29 (UAE)

Emirates NBD, a leading bank in the Middle East, created this video for a movement called PRIDE: PRIDE – People Receiving Independence and Dignity through Empowerment. The video's goal is to change the perspectives of what it means to have special needs. In this case, they hosted an art exhibit and live auction. People marveled at the work, explaining what the pieces meant to them. And then they got the chance to meet the artists. What follows after that is not to be missed. Very inspiring stuff.

100% of the proceeds from the auction went to Manzil which is an NGO for special needs children in the UAE.

Agency: FP7/DXB
Client: Emirates NBD
Head of Insights & Strategy: Tahaab Rais, FP7/DXB
Associate Creative Director: Josephine Younes, FP7/DXB
Associate Creative Director: Nayaab Rais, FP7/DXB
Creative Strategy: Tahaab Rais, FP7/DXB
Art Director: Josephine Younes, FP7/DXB
Copywriter: Nayaab Rais, FP7/DXB
Account Director: Vicky Kriplani, FP7/DXB
General Manager – Business Unit: Spiro Malak, FP7/DXB
Account Manager: Layan El Hafi, FP7/DXB
Account Executive: Erna Redzepagic, FP7/DXB
Senior Designer: Sameer Ketkar, FP7/DXB
Design Director: Erol Salcinovic, FP7/DXB
Head of Creative Services: Khaled Hamza, FP7/DXB
Production Manager: Sreenivas Kuniyil, FP7/DXB
Studio Artist: Kashif Ahmed, FP7/DXB
Retouch Artist: Amit Borawake, FP7/DXB
Events & Activations Manager: Chelle Dauban, FP7/DXB
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
DOP: Riki Butland
First Assistant Director: Ziv Gordon & Jeremy Williams
Gear House: Pro Action & Inhouse Film
Post Production House: Serena
Music Composition: BKP
Production Consultant: Dolly Saidy, Mint
Producer: Rawan Khatib, Mint
Editors and Motion Artists: Ashraf Muhammadunny and Aurangzaib Zafar
Photography: Ashraf Muhammadunny

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Richard's picture

Sorry but this is just a copy of this
https://www.youtube.com/watch?v=0MNlmhZmP40
which was done two years earlier for the same school.

Aamir A.'s picture

I LOVE it! How is it a copy, though as stated by the above poster? Seeing both videos it is clear that this one puts them in the limelight as 'normal' people - and knowing a special needs child very well - they deserve to be treated as everyone else. Hence, I fully support and endorse this message.

While that link you shared puts them in the shadows (unable to converse with us normal people) hiding behind a pretty discriminatory recording device. Saddening that was. They should be able to sit across the table and talk and be treated with respect vs. felt sad for.

Ultimately, isn't it meant for the same school? Same topic. Same cause. But such a more meaningful message. The irony is that this idea almost disregards the first video from the same school. And thank god and this bank for it.