Brand | LAFARGE CEMENT EGYPT |
Product/Service | AL MOMTAZ CEMENT |
Entrant | KING TUT'S PLAYGROUND Cairo, EGYPT |
Category | Animation |
Entrant Company
|
KING TUT'S PLAYGROUND Cairo, EGYPT
|
Advertising Agency
|
KING TUT'S PLAYGROUND Cairo, EGYPT
|
Media Agency
|
STARCOM MEDIAVEST GROUP Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
The Campaign
Egyptians tend to be very superstitious, especially those living in rural areas. We do many things to try and fight off “The Evil Eye” and protect ourselves and our belongings from getting jinxed; we stamp bloody hand prints on buildings, throw salt, smoke incense, anything at all, to protect ourselves from the evil eye. When something does go wrong, these people will end up blaming the “jinx”, and will never admit that it could be something functional. For example, if your money got stolen it will be assumed that it’s because someone jinxed you, and not because you were irresponsible and left them at home. With cement being such a functional product, we wanted to employ a scare-tactic to show the consumer that their superstitious practices, no matter how frequent, will never protect them against cheap cement.
Credits
MOHAMED HAMDALLA |
KING TUT'S PLAYGROUND (KTP) |
CHIEF CREATIVE OFFICER |
ASHRAF BADAWY |
KING TUT'S PLAYGROUND (KTP) |
EXECUTIVE CREATIVE DIRECTOR |
AHMAD FAHMY |
KING TUT'S PLAYGROUND (KTP) |
GENERAL MANAGER |
ASHRAF BADAWY |
KING TUT'S PLAYGROUND (KTP) |
SENIOR COPYWRITER |
YOUSSEF ALTAY |
KING TUT'S PLAYGROUND (KTP) |
SENIOR COPYWRITER |
ASHRAF BADAWY |
KING TUT'S PLAYGROUND (KTP) |
SENIOR ART DIRECTOR |
OMAR ADEL |
KING TUT'S PLAYGROUND ( KTP) |
SENIOR ART DIRECTOR |
KARIM SHERIF |
KING TUT'S PLAYGROUND (KTP) |
JUNIOR ART DIRECTOR |
MARIAM EISSA |
KING TUT'S PLAYGROUND (KTP) |
ACCOUNT SUPERVISOR |
DENA ESSAM |
KING TUT'S PLAYGROUND (KTP) |
AGENCY PRODUCER |
FADI FAHIM |
LIGHTHOUSE PRODUCTIONS |
EXECUTIVE PRODUCER |
MOHAMED FAROUK |
LIGHTHOUSE PRODUCTIONS |
SENIOR PRODUCER |
YOUSRA SHALABY |
LIGHTHOUSE PRODUCTIONS |
ASSISTANT PRODUCER |
MOHAMED HAMDALLA |
KING TUT'S PLAYGROUND (KTP) |
DIRECTOR |
PATRIZIO PATRIZI |
FREELANCE |
DIRECTOR OF PHOTOGRAPHY |
UNEXPECTED |
UNEXPECTED |
VFX SUPERVISOR |
BASSEL HOSSAM |
FREELANCE |
ART DIRECTOR |
AROMA |
AROMA |
POST PRODUCTION |
AHMED HAFEZ |
AROMA |
EDITOR |
HOSNI ALI |
AUDIO GARAGE SOUND STUDIO |
SOUND DESIGN |