Campaign Spotlight

Campaign Spotlight: Grey Dhaka launches UCB’s “Honoring The Braves” tribute series to honour frontline workers

DHAKA, BANGLADESH – United Commercial Bank Limited (UCB), one of Bangladesh’s largest first-generation banks and award-winning agency Grey Dhaka has collaborated to create a digital illustration content series centering around the frontline workers who are battling the COVID-19 pandemic.

 

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The series was created to motivate frontline workers, many of whom were getting infected and 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 recognize, and honor 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 frontliners participated in singing it alongside some of the nation’s most prominent singers.

 

“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 honor the ones who were doing more than anyone else, while also asking people to also do their part,” said Javed Iqbal, EVP, head of brand and marketing, UCB.

 

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

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