A film from Dubai Science Park tackles a medical concern through a short film in cinemas.
Dubai Science Park has launched a campaign supporting a serious medical concern in the Middle East that is prevalent but is not spoken about enough: Paralysis. The campaign is initiated through a short film in cinemas across the UAE, along with on TV and Online.
The film, a centrepiece of the campaign, goes against the trend of short format and entertaining films by taking audiences through an uncomfortable experience when they are out in the world, relatively unrestricted, but are stuck on a seat in a cinema, relatively restricted.
Through the experience, people have expressed anxiety, restlessness, tension, claustrophobia and feeling constricted – even, frustration at what they see and hear on the screen – until the turn, when the reason behind the film and the topic that Dubai Science Park is creating awareness for, are revealed.
Beyond the film, the campaign is supported by integrated marketing and communications plan to give the topic of paralysis the visibility it deserves, including a social media influencer-driven activation (initiated by someone who is paralyzed), social content, workshops, B-to-B seminars, and health-tech innovations.
Dubai Science Park is a science and healthcare business community, home to more than 400 companies in fields such as biotechnology and healthcare among others, employing over 4,000 professionals.
Credits
Client: Dubai Science Park
Film Production Company: FEEL Productions
Production Consultant: Dejavu
Healthcare Agency: McCann Health Middle East
Creative Agency: FP7 McCann Dubai
Sound Design: MangoJam Studio
Marwan Abdulaziz Janahi – Managing Director, Dubai Science Park
Reem Shabaan – Executive Director, Tecom Business Districts
Saad Yusuf – Marketing Director, Tecom Business Districts
Amy Elaskary – Marketing Manager, Dubai Science Park
Tahaab Rais – Concept, Writer, Film Director
Aeyaz – DoP
Sandip Shivtarker – Executive Producer, FEEL Productions
Manasvi Gosalia – Executive Producer, Dejavu
Angee Ibrahim – Producer, FEEL Productions
Jayvee Banaag – Post Production Producer, FEEL Productions
Zera Azmi – Hair and Make-up Artist
Ebin – Editor, FEEL Productions
Swapnil Patole (ICG) – Chief Colourist, Famous Studios Ltd.
Karen Kamel – General Manager
Tahaab Rais – Regional Head of Strategy
Prajakta More – Associate Creative Director
Aditi Shah – Art Director
Richa Kavalekar – Principal Medical Writer
Wilbur D’costa – Executive Producer
Joe Najm – Sound Designer
