Emirates NBD: Give In To Giving

Leo Burnett Dubai and director Aryasb Feiz, through Hanzo, have created a smashing film to promote the volunteer programme of UAE-based banking group Emirates NBD.

Launched for World Kindness Day, the film tells the story of a resolutely unhelpful individual who experiences an epiphany when a little old lady needing to cross the road insists on his help. His experience of giving then brings about such a warm glow that his cold heart thaws – he’s transformed into sunny soul who in turn sets about helping another grinch to see how awesome altruism can be.

The campaign brings to life the insight that volunteering for a cause fulfills our natural instinct to help, share and get involved. The bank launched its volunteer programme, Exchanger, to create opportunities for employees and friends and family to exchange their time for social good. This year, the bank wanted to throw open this scheme to the citizens of UAE and the film is part of a drive to get people to sign up as volunteers through the online hub.