It Wasn't Me
Emirates NBD
Issue 52 | October 2019
Agency
Leo Burnett Dubai
Creative Team
Chief Creative Officer: Bechara Mouzannar Executive Creative Director: André Nassar Creative Director: Akhilesh Bagri Head of Art: Sidney Araujo Copy Writer: Akhilesh Bagri Matteo Maggiore, Israa Tariq Art Director: Valerio Mangiafico
Production Team
Head of Production: Shereen Mostafa Production House: Deja Vu Director: Nalle Sjoblad
Date
July 2019
Background
Cyber-criminals have siphoned off billions from complacent customers in the UAE. Dubai Police and Emirates NBD, the largest banking group in the region collaborated to launch a joint public campaign drive on the dangers of online conmen.
Idea
A two-minute Shaggy-inspired catchy video that highlights the perils of online banking — especially if one is not mindful. The song and music video used the original tune of the 2000 chart topper 'it wasn't me' — but with lyrics adapted to drive home the importance of keeping personal details safe. The unusual method of delivering a serious message was deliberately chosen to catch eyeballs and increase share ability. Fraudsters have genius ways to reach our customers, so they raised their game.
Results
Covered in every major publication and radio channel in the UAE. https://gulfnews.com/uae/emirates-nbd-it-wasnt-me-campaign-shaggy-inspired-take-on-the-serious-matter-of-online-scams-1.1561868310924 https://www.thenational.ae/uae/it-wasn-t-me-dubai-bank-s-creative-shaggy-inspired-fraud-warning-1.880153 https://www.esquireme.com/content/36273-dubai-police-made-a-catchy-song-video-warning-against-bank-fraud https://www.ahlanlive.com/dubai-police-released-a-hilarious-parody-song-collaboration-about-phone-scammers-639217.html https://www.khaleejtimes.com/news/crime-and-courts/video-dubai-rap-song-on-online-bank-fraud-goes-viral More than 3 million views online and counting. Over 50k interactions and 15K shares.