2015 Winners & Shortlists

Brief Explanation

Most of the communication in the charity/human-development in Egypt aims at inducing sympathy with needy people to trigger donations. The objective was to challenge this and, instead, try to show that those people need no sympathy but they need an eye that can see through their reality and support their surviving dreams. This was visually portrayed by creating a street 'dream-box', a device that reminds them of their dreams showing them what they could be. 'Holding the stick' from the middle was the challenge. We needed to give them a doze of 'street fantasy', yet, without alienating them nor deviating from their environment. Believability and spontaneity along with visual non-forced crafting were important ingredients in that project.