2013 Winners & Shortlists

Brief Explanation

Lamia Gouda, a budding actress and comedienne, was jobless. Competition for roles on screen was fierce in the post-revolution recession, and to get noticed, Lamia had to do something different. In the style of cheesy Egyptian infomercials - which have a huge cult following - we decided to sell Lamia as an incredibly versatile product called ‘El-lahlouba’ ( or ‘Clever Girl’)! The 2 minute ‘infomercial’ showcases Lamia's talents that range from translation to marketing to acting, while spoofing Egyptian action films and over-promising infomercials. She also gets the endorsement of some real film stars and celebrities who worked with her before. The viral was the first step to an integrated effort to promote Lamia, as viewers were invited to visit her website Lamia-needs-a-job.com to download her CV, a mobile game titled 'Lamia goes to Hollywood', and finally, an Emoticons app for online chat titled 'Lamia's Faces', where Lamia expressed Emotions unique to Egyptians.. JURY: Please view 'Additional URL' for English version of the original video.