The Drum Awards for Content 2022

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This animated film released titled ‘Majd and The Librarian’ has been painstakingly crafted by Serviceplan Middle East for Al Etihad Credit Bureau (AECB). The campaign uses the metaphor of borrowing books from a library for applying to a bank for credit.

This is Serviceplan Middle East’s first brand film for the AECB, and was made for the web as a content piece to raise awareness about the brand using a subtly communicated narrative about the responsibility of borrowing.

The opening sequence features a young man finding a dust-covered copy of ‘The Arabian Nights’ while clearing out his attic, which takes him back in time to the library where he borrowed it as a child. As an adult, he returns to the library for an emotional reunion.

The film was directed by Esfandiar Haji and Shahriar Ghatre at Production Company Hanzo Films with animation by Vulturehead studio.


Agency: Serviceplan Middle East

Client: Al Etihad Credit Bureau

Title: ‘The Librarian’

Serviceplan Middle East:

Managing Director: Natalie Shardan

Head of Strategy: Frances Valerie Bonifacio

Executive Creative Director: Akhilesh Bagri

Writers: Akhilesh Bagri & Georgia Fattoracci

Creative Directors:

André Couto

Saleh Elghatit

Art Directors:

Kenneth Barnes

Kunal Gagwani

Serviceplan Group:

Worldwide Executive Creative Director: Jason Romeyko

International Communications Officer: Lee Sharrock

Production company: Hanzo Films

Executive Producer: Hijaz Moosa

Animation: Vulturehead studio


Esfandiar Haji

Shahriar Ghatre

Production Manager:

Elahe Khalili

Communications Manager:

Yasaman Hossein

Music Composer:

Saman Aboutaleb

Character Animators:

Reyhane Mirhashemi

Hadi Tabas

Babak Arjmand

Niloofar Behbud

Ali Honarpour

Esfandiar Haji

Yasaman Hossein

Shadow and Lighting Animators:

Naim Vahidian

Esfandiar Haji

Client: Al Etihad Credit Bureau

Daniele Lavalle - Head-Business Development

Khalid Mohammad - Senior Manager – Marketing

Maitha Ahmed - Senior Marketing Officer

Khulood Hamad – Marketing Officer