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Emirates NBD Reveals How Some People Grow Rich During The Pandemic

Leo Burnett Dubai, Emirates NBD and the Dubai police join forces to raise awareness about phishing and fraud in “How To Grow Rich During The Pandemic.”

Phishing is on the rise in the pandemic, and anyone can be a victim. In fact, online fraud in the United Arab Emirates increased by at least 250% last year, with at least 600,000 phishing attacks reported from April-June alone. Luckily, Leo Burnett Dubai and Emirates NBD debunk the frenzy around fraudsters and their tricks.

Meet James Jefferson (@jjj_jefferson)—born artist, motivational speaker and financial expert. He’s a man of extravagant nature, taking every opportunity to show off his exorbitant wealth and make everyone envious.

His job? Gaining people’s trust and using it to his advantage.

James is the author of the self-proclaimed best-selling book, How To Grow Rich During The Pandemic, in which he shares his stories and schemes to trick people. He gives the viewers a glimpse into the professional personas he defrauds: an immigration officer, a policeman and even a vaccine supplier.

Ultimately, James’ schemes start to unravel when an assistant has a negative reaction to the ‘vaccine’. The spot finally exposes James Jefferson as a complete fraud, in a rush to outrun blaring police sirens and helicopter surveillance.

“Fraudsters are preying on people’s inherent goodness, their trust, and the challenges they are facing due the pandemic,” Executive Creative Director Rafael Augusto comments, “We used dark humor to tell the story of a heartless fraudster who mocks the misery of his victims before his greed and ego eventually lead to his downfall.”

By producing a humorous take on a serious matter like phishing, Emirates NBD is able to keep people keen and knowledgeable about the different ways fraudsters “grow rich” during the pandemic. This fraudster proves a farce, but the threat remains very real.


Agency:  Leo Burnett 

Global Chief Creative Office:r  Liz Taylor 

Executive Creative Director:  Rafael Augusto 

Senior Copywriter:  Farhan Siddiqui 

Art Director:  Aditi Shah 

Head  Of  Arabic:  Shadi  Kermasho 

Senior Arabic Copywriter:  Haytham  Lamah 

Head of A/V Production:  Shereen Mustafa 

Agency Producer:  Judy  Lamaa 

Planning Director:  Pooja Beri 

Junior Planner:  Lama Mosallem 

COO & CDO:  Samer Shoueiry 

Deputy Managing Director:  Joelle  Jammal 

Group Communication Director:  Sonal  Chaddha 

April 9, 2021