United Commercial Bank Limited (UCB), one of Bangladesh’s largest banks and Grey Dhaka, have collaborated to create a digital illustration content series centering around the frontline workers who are battling the Covid-19 pandemic.
The series, launched amid the ongoing nationwide lockdown, was created to pay tribute to 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 hopes 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 for the 1971 Liberation War.
The song, titled “Maa Go Bhabna Keno” (O mother, why the worry?) was remastered and mixed 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.
“United Commercial Bank Limited is a brand that stands for care and support and shares an extremely strong connection with those we serve,” said Javed Iqbal, EVP, Head of Brand and Marketing, UCB. “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.”
“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,” said Gousul Alam Shaon, CCO and Country Lead, Grey Dhaka. “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
