2012 Winners & Shortlists

18 DAYS MOVIE POSTER

BrandLIGHTHOUSE FILMS
Product/ServiceMOVIE POSTER
EntrantFP7/EGY Giza, EGYPT
CategoryPosters
Entrant Company:FP7/EGY Giza, EGYPT
Design/Advertising Agency:FP7/EGY Giza, EGYPT

Brief Explanation

The trap of falling into the cliché visuals of protesters, of Mubarak’s picture was very easy to fall into. A Cannes Film Festival official selection and was going to be shown there so the poster needed to be internationally understood, no language barrier. A visual for the revolution was easy, but one that captured the exact feeling every Egyptian got during those 18 days was very difficult to describe let alone visualize it.

The Brief

The client wanted a poster that captured not only the spirit of the revolution but more specifically the 18 days from when the revolution started till Mubarak was forced to step down. The movie made up of 10 different stories by 10 different directors, each telling the story of the revolution from a different angle.

How the final design was conceived

We kept going back to how we felt during the revolution, discarding every image of protesters, banners, Mubarak that came to mind, trying to capture the essence of those difficult days. They were days of desperation, frustration, longing, isolation, waiting and crying for freedom… Then it hit us, it really felt like we were in a prison and waiting for our freedom, we were desperately counting the days till he leaves.

Indication of how successful the outcome was in the market

The Poster was an instant hit with all the directors that they wanted the poster to be shown at the beginning of the movie, they also wanted a separate poster for each of their movies with the same concept to be shown before the start of their movie. In the first 5 days of release, the website got 250,000+ views. Most of these people changed their Facebook profile picture to the poster.

Credits

Name Company Role
Mohamed Abbas Fp7 Egypt Matter Branding Creative Director
Majd El Sherif/Mohamed Abbas Fp7 Egypt Matter Branding Art Director
Majd El Sherif/Mohamed Abbas Fp7 Egypt Matter Branding Copywriter