2016 Winners & Shortlists

A STORY OF COMMITMENT

BrandCOMMERCIAL INTERNATIONAL BANK (CIB)
Product/ServiceBANKING SERVICES
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryDirection
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO, EGYPT
Production Company ASAP Cairo, EGYPT

The Campaign

A brand communication piece showcasing Cairo and the Egyptian people with opening images of our uninhabited Cairo through simple ‘cut and paste’ removal of people and moving objects as they move through frame, since most of the places are normally very dynamic, in opposition, we will strongly feel the absence of life. The frenetic real images that appear afterwards aren't simply the same shots but occupied - that is too sterile. Instead, we focus on the life and humanity within the scenes. It mainly raises the Egyptian audience’s awareness of the fact that they themselves are the leading people of our country scene. And proving their importance and responsibility, showing that the country is nothing without its true asset, its people.

Creative Execution

Visually the film feels like a big statement, epic in scale and intimate in detail. While observational, it's still photographically rich, glossy and gritty, where appropriate. The tone is ultimately positive. Music plays an important and emotive part in driving the narrative and lifting the emotions. The music represents the presence of the bank; strong and ever-present, guiding us through our complicated lives. The shocking emptiness at the start is in stark contrast to the Cairo everyone knows; energetic, hectic and bustling. Without the people, Cairo is lifeless stone and dust. While epic in its vision, the heart of the film is the people. It is not just the amount of people but the interactions of individuals who inhabit and navigate this world that make it such a thrilling city. This film is both, a portrait and a celebration of contemporary Egypt and the spirit of the Egyptian people. It dispenses with the artifice of advertising cliches and concentrates on beautiful and honest observation of real life. These are real people in real situations.

Credits

Name Company Role
Shahira Akel J.Walter Thompson Cairo Business Director
Ahmed Abdel Kader J. Walter Thompson Cairo Associate Business Director
Razan El Meligi J. Walter Thompson Cairo Senior Account Executive
Luciana El Gebely J. Walter Thompson Cairo Creative Director
Eslam Hossam J. Walter Thompson Cairo Senior Copywriter
Marwan Younis J. Walter Thompson Cairo Associate Creative Director
Ahmed Waheed J. Walter Thompson Cairo Senior Copywriter
Sabrina El Ghoneimi J. Walter Thompson Cairo Copywriter
Mayar Makhlouf J. Walter Thompson Cairo A/V Producer
Amin El Masry ASAP Executive Producer
Sameh Hosny ASAP Producer
Shorouk Mokhtar ASAP Production Manager
Nora Badr J. Walter Thompson Cairo Account Manager
Amir Adib J.Walter Thompson Cairo Senior Planner
Diana George J. Walter Thompson Cairo Senior Planner
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director