Emirates NBD, & Dubai Police,,

“I’ll Survive”

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

The opportunity

Campaign Concept | Art Direction | Performance Direction | Film Treatment

The Opportunity

Fraud-awareness communication is usually instructional, serious and easy to ignore. The opportunity was to make digital-safety advice entertaining enough to be remembered and shared.

The Big Idea

Turn fraud survival into a survival anthem.

A familiar song became the foundation of a playful music film about recognising scams and protecting personal information. The warning was built into the entertainment, allowing education to feel popular rather than institutional.

Creative Leadership

Established the music-video world and directed its characters, styling, choreography, production design, transitions, camera movement and performance energy. Balanced humour with clarity so the entertainment never weakened the seriousness of the message.

Impact

Made fraud education more accessible and memorable for a wider audience. The collaboration also united the credibility of Dubai Police with Emirates NBD’s role in protecting customers, giving the message greater cultural authority.

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Appendix

Official Emirates NBD campaign filmhttps://www.youtube.com/watch?v=EVzEh5CjGX8

Campaign Middle East coveragehttps://campaignme.com/emirates-nbd-collaborates-with-dubai-police-and-leo-burnett-to-launch-banking-campaign/

Arabian Business coveragehttps://www.arabianbusiness.com/abnews/expat-scam-dubai-residents-targeted-in-new-banking-fraud

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

MMA SMARTIES winners showcasehttps://mmaglobal.com/smarties/awards/programs/mena/insights-tips

Campaign Middle East winners announcementhttps://campaignme.com/mma-smarties-mena-2025-winners-announced/

Emirates NBD award announcementhttps://www.linkedin.com/posts/emirates-nbd_emiratesnbd-mmasmarties-activity-7429496273738747904-Ka5L

Emirates NBD Facebook award announcementhttps://www.facebook.com/EmiratesNBD/posts/1233958692191205/

Emirates NBD X award announcementhttps://x.com/EmiratesNBD_AE/status/2023730565669671202