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 has the double meaning of having contentment all over the year and have the brand itself all of the year. The advert was completely shot in Yemen and covered almost all the target consumers geographically, that were reflected in their accent and outfits. In Yemen, consumers used to consume large amounts of yogurt in Ramadan, this advert is about initiating the switch and consumption behavior of the audience. The music was built on Yemeni percussion. We recorded the beats and then composed the rest of instruments over them, which 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.