Grey Dhaka launches new UCB tribute campaign to honour Bangladesh’s frontline workers
To honour the brave and selfless frontline workers who are battling the Covid-19 pandemic, GREY Bangladesh & United Commercial Bank collaborated on a digital illustration social media campaign, Honouring the Brave and also remastered an old classic song from 1971 in which actual frontline people and famous artists joined in to sing in the new version.
The series, launched amid the ongoing nationwide lockdown, was created to motivate frontline workers, many of whom were getting infected and so were unable to return to their own homes out of fear of spreading the virus. Through the series, UCB hoped to spread awareness, as well as recognise, and honour the brave frontline workers of Bangladesh.
The art style used in the series is deeply rooted in Bangladeshi culture and so was familiar and resonated well with the country’s population.
Within a few short days of the original series being launched, several other series were also uploaded with the hashtag #united_we_overcome (a play on UCB’s tagline “United we Achieve”).
This was followed with a remastered version of, a popular morale boosting song, originally composed and written by Hemanta Mukopadday and Gouriprasanna Majumder respectively, for the 1971 Liberation War. The song, titled “Maa Go Bhabna Keno” (O mother, why the worry?) was remastered and mixed for modern audiences by Pavel Areen, while actual frontline workers participated in singing it alongside some of the nation’s most prominent singers such as, Jahid Nirob, Nibir, Salman Jaim, Konal, Aanchal, Bourhan Uddin Rana, Dr. Rehana Akter, Mahfuz Hossain, Mohammad Sami, Mahmuda Moumita, Bulbul Ahmed, Sabina Yeasmin, Kazi Riyad, Soikot and Aumit. Within hours of being uploaded, the song was widely shared across social media.
Javed Iqbal, EVP, Head of Brand and Marketing, UCB said, “United Commercial Bank Limited is a brand that stands for care and support and shares an extremely strong connection with those we serve. However, due to the prevailing lockdown situation, we wanted to honour the ones who were doing more than anyone else, while also asking people to also do their part.”
Gousul Alam Shaon, CCO and Country Lead, Grey Dhaka, said, “With internet usage at an all-time high in Bangladesh, we wanted to show the people exactly why it is that they should stay home and also show them the people that are out on the streets keeping the nation safe. We wanted to convey this to the audiences in a way that it hits home. When it all came together and was shared more than several hundred times, we knew we had created something not only famously effective, but that resonates with people.”
Credits:
Client: United Commercial Bank Ltd, Bangladesh
Agency: Grey Group Bangladesh
Chief Creative Officer: Syed Gousul Alam Shaon
Executive Director: Syed Mohammed Tariq
Group Creative Director: Nurur Rahman
Sr. Creative Director: Akrum Hossain Shaheen
Associate Creative Director: Tauhid Milton
Illustration: Nurul Islam & Rifat Hasan
Associate Account Director: Jihad Bin Tahzeeb
Senior Executive, Servicing: Nuhash Anjum Khan
Special mention to: Shaiful Azim, Tashaffi Khan, Zamir Uddin Sohel
Music Director: Mr. Pavel Areen
Singers: Jahid Nirob, Nibir, Salman Jaim, Konal, Aanchal,
Bourhan Uddin Rana, Dr. Rehana Akter, Mahfuz Hossain, Mohammad Sami, Mahmuda Moumita,
Bulbul Ahmed, Sabina Yeasmin, Kazi Riyad, Soikot, Aumit
Mixing & Mastering: Pavel Areen
Assistant Engineer: Sumon Pervej, Anik Ahammed
Studio: Butter Communication
Video & Animation: Sabbir Sohan
