IAL SAATCHI & SAATCHI PAKISTAN, Karachi / MOBILINK / 2013
Mobilink, Pakistan’s most trusted cellular network partnered with Waseela Microfinance bank to bring Mobicash, the safest and most reliable way to send or receive money in Pakistan through mobile phones.
The biggest challenge in launching this product was that traditionally Pakistanis did not trust money transfer whether it was through online transactions or mobile phones.
To overcome this challenge the TVC humanized the money transfer process by showing the journey across Pakistan of an envelope that contains money. The journey covered the different terrains of Pakistan (desert, jungle, mountains) and was undertaken by different Pakistanis each of whom kept their word in delivering the envelope to its required destination. The cultural gesture of placing a hand on the chest is one of reassurance and trust.
The journey ended with the envelope being received by the mother for who it was intended. Through this simple and effective TVC we were able to establish that Mobicash always kept its word when it came to the safety and security of your financial transactions.
The 90 second commercial, which sees the journey of the transfer of money through different environments.
A dedicated team was deployed for this complex spot: the shoot which took place in Thailand.
Talking about the execution of the spot, the producer, said "We did not use motion control to shoot the sequences and instead used a steady camera and crane and then blended the shots together.” The entire sequence was tracked, after which the environment was modeled, matte paintings were created and then projected into the sequence. CGI dynamics like the sand, snow and leaves were added and com-posited on Nuke. Commenting on the biggest challenge he faced, “Since we were creating one single long shot, if we changed one thing, it meant everything else changed too... Single shots are always very complex.”
“Since this was a VFX heavy film, we completed a large amount of preproduction work,” . About editing the commercial on location, “It was crucial to make the journey look like a single shot, since it epitomised the journey of the money transferred once in different continents. Therefore, my main job on the location was to make sure that the shots cut seamlessly and the journey fits in the desired direction of the film.”