2013 Winners & Shortlists

Brief Explanation

"El Hana" means contentment, which is satisfaction with gratification, fulfillment, happiness and pleasure, accordingly "El Hana.. all over the year" that is said several times in the add actually have the double meaning of having contentment all over the year and have the brand itself all of the year. The film was completely shot in Yemen and covered almost all the target consumers geographically, that was reflected in there accent and outfits. In yemen, consumers use to highly consume yogurt in Ramadan, this film is about initiating the switch and consumption behavior of the audience. The music was built on Yemeni percussions at which we recorded that beats over there and then composed the rest of instruments over it, it reflected the taste of the audience but with a different modernized interpretation. The whole project was a challenge as all the sets were created on the spot, no casting agency involved, no stylist, no hair dresser, nor make up, all was absolutely natural, only the director, cinematographer and producer were on the set. Finally, the job was wrapped up when colored and edited, some scratches and burns were inserted to give the film a more realistic and natural look.