2014 Winners & Shortlists


Entrant Company SAATCHI & SAATCHI Cairo, EGYPT
Advertising Agency SAATCHI & SAATCHI Cairo, EGYPT
Production Company FILM CLINIC Cairo, EGYPT

Brief Explanation

The traffic in Cairo is truly catastrophic and most times, frustrating. That’s why sometimes young people need an energy boost to get through the day. So we see a protagonist tired from being stuck in a traffic jam then he is taken through a set of extreme steps to recharge and gain energy versus the simple way, which is through a Moro bar. The extreme scenario is played out when the VO suggests that the protagonist should heat three hundred liters of water to make a cloud, then fan it in the centre. Then he is asked to bring a tribe of Indians to do the rain dance so he can stand in a bucket of water, grab an antenna and electrocute himself on the roof to get energy. Or he could easily eat a Moro bar and get the energy needed quickly.


Name Role
Sherif Nashed Creative Director
Karim Soliman Copywriter
Ahmed Arnaouty Art Director
Dalia Yehia Agency Producer
Amr Bassiouni Account Supervisor
Hassan Mahfouz Producer
Mohamed Zayat Director