2016 Winners & Shortlists

The Campaign

This film follows a typical Saudi employee (Protagonist) as he deals with the stresses that come from working for a temperamental boss (Antagonist). After enduring a more than demanding day, he invites the viewer to “Be Smooth”, and see the positive in every situation. The protagonist begins by describing his boss. "You really feel his presence,” he says, as the boss is seen scrupulously taking charge of the office’s thermostat, leaving the rest of the employees to freeze in the background. As the protagonist continues, we see that the boss is a little less accurate than described when it comes to hitting his targets. For the final scene, the protagonist describes how his boss's passion leads to some strange behavior, before cutting to the boss breaking down in tears from the pressure of work. Our protagonist attempts to comfort him, but with no avail. The message? Even though life can be intense, there’s always a positive side. Just like your coffee is smooth (with Coffee-Mate), so too can you be. #BeSmooth We are left with a shot of our protagonist chuckling to himself, as the boss is heard stressing out once again in the background.