2016 Winners & Shortlists

The Campaign

Things that habitually become part of our daily lives gain a certain value and importance that we are sometimes unaware of. Something as simple as juice has probably witnessed all of our significant life events. This film takes us through some of these memorable life events as witnessed by “Fargello”. It also sheds the light on how this grass-root self-made brand has managed to expand from Egypt to the rest of the world. Becoming truly “locally International”. With a copywriting play on “International”- also meaning the qualitative “world-class” in colloquial Egyptian- the film opens on authentically Egyptian “world-class” characters. The VO starts with wondering why is Faragello considered “world class/ international”? At first we see the reasons behind it’s local success. Natural, “world class” flavors that comprise an impressive range of 14 products- expressed in the flavor’s color dominating shots of regular everyday Egyptian life. We then remind our viewers of several key events that Fargello has shared with them; winning a football match, celebrating a birthday, commemorating marriage, and celebrating a wedding. Finally, we see Faragello’s evolution to an International Product by portraying people around the world consuming Faragello, making it the “international” juice that it is.

Creative Execution

The challenges to this production were as following: A. Timeline: The brief was entered 1 week after the beginning of Ramadan with a target airing date of weeks 3 and 4 B. Budget: To properly execute this brief (2 Egyptian Cities and 4 international ones), we needed a total of 6 days of shoot. Client had a target budget of a 2-day shoot. C. Director’s Availability: There were no available directors that far into the regions peak season. Achievements: This production and its crew were split into 3 separate guerilla units. Unit A- Cairo, Unit B-Alexandria and Unit C-International coverage. Each unit comprised of a Talkies Producer, DP and assistant producer. All departments split their manpower equally amongst all units. We scoped for a 2day shoot as budget allows and split the resources amongst the 3 teams (adding only when vital). All 3 units then shot on the same days. Making it a 2day shoot with a 6-day result. The model naturally implied the lack of a director, which in our case was ideal given the severe lack at that time of year. The project was delivered on time, within client budget and exceeded agency/client expectations.