2015 Winners & Shortlists

Brief Explanation

After years of not qualifying for the World Cup Egyptians were hopeful that this time their national team, headed by Defense Rock Wael Gomaa, would make it. However, this dream was short lived. The team lost and Wael Gomaa scored a goal in his own net. By partnering up with Gomaa, who had lost his chance to reach the World Cup before retiring, we succeeded in proving that there is still a reason to celebrate. Kicking off with Gomaa in despair, the VO then goes on to explain that even though Gomaa has lost his opportunity, it doesn’t mean that his namesake won’t. In the rest of the ad, Gomaa is metamorphosed into several others who can still make it to the World Cup; be it Gomaa the chef, the playboy or the peasant. The script created was perfectly simple. It was straight to the point; humorous and appealing to a diverse target audience. Using simple and easy to understand colloquial Arabic, we succeeded in putting a smile on the face of thousands of Egyptians. Our concept capitalized on Egyptians’ tendency to overcome their mishaps by turning them into a joke, “anyone can go to Brazil, but Wael can go.”