CLIENT
First Abu Dhabi Bank
Haya Saleh, Group AVP – Communications and Social Media
Bryan Gallagher , Group VP – Corporate Communications
Fadi Lawand, Assistant Vice President – Digital Performance
Cherry Gore, SVP, Head of Brand Strategy & Communication
AGENCY
Fabio Silveira, General Manager
João Medeiros, Executive Creative Director
Alessandro Candotti, Social Media Director
Sujeet Singh, Associate Media Director
Nicholas Bristow, Senior Copywriter
Caroline Michaelis, Senior Art Director
Teddy Abdelnour, Senior Account Director
Omar Merza, Senior Account Manager
Leena Maria, Social Media Manager
Serena Abiaad, Creative Director
Arman Mir, Content Creator
Rita Boustany, Senior Arabic Copywriter
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
ND Production
Hasan Hina, Managing Director
Jodie France, Account Executive
Snapchat Middle East
Hasan Shah, Creative Project Manager
Yara Daccache, Vertical Lead
SUMMARY
During Ramadan, the season of promotional offers and marketing cliches, FAB, UAE’s largest bank, changed the narrative and reconnected people with Ramadan’s true values, using the voice that always embodied the values of Islam, Ramadan, and the nation - the late Sheikh Zayed. Through an interactive experience with latest technology, it brought the Founding Father to life on a virtual stage and inspired the nation once again, through his actual words. Resulting in +8 million reach, +71% interactions than FAB’s best campaigns, +213% positive sentiment and #1 SOV within banking.