Emirates NBD,,

““Breast Cancer Knows No Month””

Leo Burnett Dubai
Creative Director Divyan Kriplani
Copywriter Farhan Siddiqui
Art Director Syed Shuja Hussain

The opportunity

Campaign Ideation | Integrated Art Direction | Film Treatment | Production Leadership

The Opportunity

Breast cancer receives enormous attention during October, but the need for checking, conversation and action continues throughout the year. The opportunity was to turn a seasonal message into an always-present public reminder.

The Big Idea

Pink should not disappear when October ends.

A familiar banking asset, the ATM, became a year-round symbol of awareness. By keeping one machine permanently pink, Emirates NBD could transform everyday infrastructure into a meaningful reminder that breast cancer knows no month.

Creative Leadership

Turned the strategic thought into an integrated visual and emotional system across film, outdoor and customer touchpoints. Directed the pink ATM as the central creative device, establishing the narrative tone, casting approach, visual treatment, production language and final edit.

Impact

Moved Emirates NBD from awareness messaging into a visible act of brand purpose. The campaign earned Silver at the 2025 MMA SMARTIES MEA in Brand Purpose and Activism, giving the idea both cultural relevance and industry recognition.

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Appendix

Official campaign film:https://www.youtube.com/watch?v=AY-4KxtmH_U

Emirates NBD campaign:https://www.emiratesnbd.com/en/media-center/emirates-nbd-joins-hands-with-aster-hospitals-and-clinics

MMA Global 2025 SMARTIES winners:https://mmaglobal.com/smarties-2025/finalists/winners/region13

Emirates NBD award announcement:https://www.linkedin.com/posts/emirates-nbd_emiratesnbd-mmasmarties-activity-7429496273738749792-Ka5L

Emirates NBD Facebook announcement:https://www.facebook.com/EmiratesNBD/posts/1233958692191205/

Emirates NBD X announcement:https://x.com/EmiratesNBD_AE/status/2023730565669671202

Leo Burnett acknowledgement:https://www.linkedin.com/posts/aakritigoel_creativeeffectiveness-activity-7417808016697249792-5UH0

Campaign production post:https://www.instagram.com/reel/DFZtAHdNwKR/

Aster Pink ATM film:https://www.youtube.com/watch?v=yhZMGPY1d60

Independent coverage:https://www.dayofdubai.com/news/emirates-nbd-partners-with-aster-hospitals-to-launch-breast-cancer-awareness-initiative-with-pink-atm