2015 Winners & Shortlists

Brief Explanation

IKEA is a new phenomenon for almost every Egyptian. Never before has there been a store where Egyptians can visit and buy all they need in one go. So in honor of that insight, we decided to create an overly exaggerated TV spot showing the Egyptian public how hectic and disastrous their lives would be if they continue to furnish their houses without IKEA. The video shows a groom and his mother-in-law get into an argument over her furniture demands. The video is shot in epic slow motion in order for the viewers to grasp every tiny detail of the calamitous consequences. All was meticulously shot, starting with the pie in the face and ending with an uppercut punch. Who would have thought that a dining table would cause a massive wedding brawl? Culturally, seldom do mother in laws make things go easy for the groom during the wedding preparations in Egypt. This is down to the in laws being overly protective over their daughters. This was perfectly depicted in the film, where the mother in law decided to leave no stone unturned even until the final seconds of the marriage. And now, marriage is easy.

Creative Execution

We set out to produce a musical masterpiece that depicts every emotion available in the 60-second video. The soundtrack includes a melting pot of excitement, shock, tragedy, relief and happiness all in one go. Every emotion was warranted its own genre, from hillbilly pop to western saloon in a matter of seconds, yet they fit together flawlessly. In order to achieve full potential, we hired one of Egypt's most prominent composers to write the original score for the video.