Brand | MONDELEZ |
Product/Service | CADBURY DAIRY MILK |
Entrant | SAATCHI & SAATCHI Cairo, EGYPT |
Category | Foods |
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
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 |