SUB CATEGORY :

CORPORATE SOCIAL RESPONSIBILITY

COMPANY ENTERING :

LEO BURNETT DUBAI, DUBAI

TITLE :

DU #POSTWISELY - CRASH

BRAND :

DU TELECOM

ADVERTISER :

DU TELECOM

AGENCY :

LEO BURNETT DUBAI, DUBAI

CHIEF CREATIVE OFFICER :

BECHARA MOUZANNAR

EXECUTIVE CREATIVE DIRECTOR :

ANDRÉ NASSAR

CREATIVE DIRECTOR :

RAFAEL AUGUSTO

COPYWRITER :

ANTON MARAIS

ART DIRECTOR :

RAFAEL AUGUSTO/DIÓ WENDERLY

ACCOUNT DIRECTOR :

HAYTHAM DAYEH

ACCOUNT MANAGER :

OMAR KISHK

ACCOUNT EXECUTIVE :

MAHMOUD JABER

STRATEGIC PLANNER :

DANIELLE JAMAL/POOJA BERI

PR COMPANY :

MSL, DUBAI

AGENCY PRODUCER :

SHEREEN MUSTAFA

OTHER CREATIVE CREDITS :

JOHN SMEDDLE/SHADI KHERMASHO/RODRIGO RODRIGUES/
BRUNO BOMEDIANO/ELHAM ABI RACHEL

MEDIA AGENCY :

HEARTS & SCIENCE, DUBAI

MEDIA PLANNER :

JONATHAN ASHTON/MARWA AL MALIK

FILM PRODUCTION COMPANY :

BIG HAKUNA FILMS, DUBAI

DIRECTOR :

ALI MOSTAFA

CINEMATOGRAPHER :

MICHEL DIERICKX

POST-PRODUCTION COMPANY :

BIG HAKUNA FILMS, DUBAI

SPECIAL EFFECTS COMPANY :

OUTPOSTVFX UK, UK

SOUND PRODUCTION COMPANY :

GOLDSTEIN, UK

ENGLISH SYNOPSIS :

WE FOLLOW THE POINT-OF-VIEW OF A CONSTRUCTION WORKER. WE ARE ON A LABOR BUS WITH OTHER WORKERS AS WE MAKE OUR WAY HOME AFTER A LONG DAY. WE OPEN OUR WALLET AND LOOK LONGINGLY AT
A PICTURE OF OUR CHILDREN. AT THAT MOMENT THE BUS WE ARE IN IS INVOLVED IN A GRUESOME ACCIDENT. WE ARE SURROUNDED BY CHAOS. THE NEXT MOMENT, WE GAIN CONSCIOUSNESS. WE ARE LYING IN THE MANGLED WRECK OF THE BUS. EVERYTHING AROUND US IS SILENT.
THEN WE NOTICE A LIGHT APPROACHING US. WE REALISE IT’S A CURIOUS ONLOOKER WITH HIS MOBILE PHONE, FILMING THE GRUESOME SCENE. THE POV NOW FLIPS TO THAT OF THE ONLOOKER. THE VIEWER REALIZES THAT THE MAN IS FILMING THE LABORER SLIPPING INTO UNCONSCIOUSNESS AGAIN. SUPER: IF IT WERE YOUR PAIN, WOULD YOU SHARE IT? #POSTWISELY.

ENGLISH CONTEXT EXPLANATION :

VEHICLE CRASHES ARE INCREDIBLY COMMON IN THE UAE, AND FOOTAGE OF ACCIDENTS OFTEN EMERGE ON SOCIAL MEDIA, AS IT DID AT THE BEGINNING OF 2018 AFTER A HORRENDOUS PILEUP ON THE DUBAI-ABU DHABI HIGHWAY. THIS MADE THE TOPIC OF ROAD ACCIDENTS EXTREMELY TOPICAL IN OUR CONVERSATION ABOUT RESPONSIBLE SOCIAL MEDIA USE. IN ADDITION, LABORERS ARE NOT ALWAYS TREATED WELL, OFTEN SEEN AS INFERIOR. SO BEYOND TACKLING THE ISSUE OF PEOPLE FILMING TRAGEDIES INSTEAD OF TAKING STEPS TO HELP, THIS FILM INDIRECTLY TOUCHES ON THE SECONDARY SOCIAL ISSUE OF LABOR ABUSE.