Film Grand Prix

LEO BURNETT DUBAI, UAE FOR CAMPAIGN ‘Fire’, ‘Fall’ and ‘Crash’ du Telco

THE IDEA

The film follows the point-of-view of a sleeping woman woken up by a strange smell. She gets up from bed and open her bedroom door only to find that the entire apartment is on fire. The flames immediately draw into the bedroom. She is trapped. Desperate, she rushes to open the window, screaming for help to people walking on the street below. In the distance she notices a tiny light. Then realises it’s the camera flash on a mobile phone. Someone seems to be filming… At that moment the camera flips to the POV of the person on the street. The viewer sees that he is filming the building that is on fire. He doesn’t even realise that there is a woman screaming for help. The film ends with this line: “If it were your pain, would you share it? #Postwisely”. With footage of building blazes emerging on social media every time it happens, this made the topic of fires extremely topical in the conversation about responsible social media use.