2014 Winners & Shortlists

RAMADAN JOY BUS

BrandMONDELEZ
Product/ServiceCADBURY DAIRY MILK
EntrantSAATCHI & SAATCHI Cairo, EGYPT
CategoryFoods
Entrant Company SAATCHI & SAATCHI Cairo, EGYPT
Advertising Agency SAATCHI & SAATCHI Cairo, EGYPT
Production Company EFX FILMS Beirut, LEBANON

Brief Explanation

The Bus in the film portrays Egypt at that time, and it's different social classes and their nuances ,hopes and cultural changes. it starts on a boring note, each person in his own bubble. Whilst in Ramadan we ought to come together more than any other time of the year, the chocolate shared is actually a symbol of unity, generosity and bringing back the sense of togetherness and joy; values that Egyptians have lost touch with post revolution. the act is small but everything big starts small at first. We see the protagonist wondering how did we (Egyptians) come to this, so he probes the community (commuters) with an act of generosity and sharing (through the chocolate), and as if this was suppressing immense joy that was thriving to be released. The commuters start joining in on this rare moment of togetherness inviting more sceptical people to come in. The films ends on on an epic sense of togetherness, unity, laughter and joy. These values is what defines Egyptians and differentiate them from others, we should always stick to them no matter what.

Credits

Name Role
Richard Copping Executive Creative Director
Sherif Nashed/Lama Riachi Creative Director
Karim Soliman Copywriter
Wael Said Agency Producer
Tarek Akil Account Supervisor
Layal Ashi Producer
Amin Dora Director
John Mary Riachi Music
Deepak Mallik Planner