MISR ELKHIER RAMADAN 2014
Brand | MISR ELKHIER |
Product/Service | NGO |
Entrant | MAHDYS Cairo, EGYPT |
Category | Direction |
Entrant Company
|
MAHDYS Cairo, EGYPT
|
Advertising Agency
|
MAHDYS Cairo, EGYPT
|
Production Company
|
MAGIC BEANS Giza, EGYPT
|
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.
Credits
Tamer Mahdy |
Director |
Director |
Tamer Mahdy |
Mahdys |
Executive Creative Director |
Production |
Magic Beans |
Production House |
Post Production |
Aroma |
Post Production |
Mohab Alaa |
First AD |
First Assistant Director |
Hisham Mahdy |
Art Director |
Art Director |