2016 Winners & Shortlists

The Campaign

The film is a big musical video, where five of the most ranked artists of Egypt sang the sub brand’s anthem “without you, it’s incomplete”, all with hip beats of each brand that were supported by cool illustrations that followed the artists in the video. The artists are revealed one after the other to keep a sense of surprise for the audience before they all sing together at the finale of their mash up.

Creative Execution

The whole project was very tricky and challenging since day 1, the animation part was quite interesting though, as Egyptian youth are extremely hard to grab their attention. Therefore, we needed to come up with something new, fresh and funky full of colors. It had to be a win situation and for doing so, we had to think out of the box and avoid the old vignettes, elements and techniques that were overly done before. Given that the whole song was a mix of 5 different genre, whether electronic, rap or hip-hop; we needed the animation to be in contrast, each frame had a drawing related to what we’re listening too. The norm was to have drawings full of colors on the walls, but nevertheless, we instead decided to have unique 2D animation special drawings across each element whether on the singers, walls or even their music instruments. We were the first to implement such thing in Egypt.