2016 Winners & Shortlists

TRANSFORMING CAR

BrandLORENZ
Product/ServicePIC PACS
EntrantKING TUT'S PLAYGROUND Cairo, EGYPT
CategoryFoods
Entrant Company KING TUT'S PLAYGROUND Cairo, EGYPT
Advertising Agency KING TUT'S PLAYGROUND Cairo, EGYPT
Media Agency UNIVERSAL MEDIA Cairo, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

The Campaign

Egyptians love to take imported products and “Egyptianize” them to make them more useful to them. This is because a lot of the things that are imported aren't made specifically for our usage or habits. This is also the case for imported cultures; It is difficult for us to swallow the idea of super heroes, super villains or science fiction in general. We like things to make sense. Pic Pacs, although imported, seems to be made for the Egyptian market as it's a great tasting snack and for only one pound. Who wouldn't like that. We took 3 imported cultures (transforming objects, monsters, and vampires) that Egyptians are well aware of, and showed how they will tailor such cultures to their use.

Credits

Name Company Role
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
AHMED HAMDALLA KING TUT'S PLAYGROUND (KTP) SENIOR ART DIRECTOR
MARIAM EISSA KING TUT'S PLAYGROUND (KTP) ACCOUNT SUPERVISOR
FADI FAHIM LIGHTHOUSE PRODUCTIONS EXECUTIVE PRODUCER
MOHAMED FAROUK LIGHTHOUSE PRODUCTIONS SENIOR PRODUCER
SHADY ABDELAZIZ LIGHTHOUSE PRODUCTIONS PRODUCER
MOHAMED HAMDALLA KING TUT'S PLAYGROUND (KTP) DIRECTOR
PATRIZIO PATRIZI FREELANCE DIRECTOR OF PHOTOGRAPHY
BASSEL HOSSAM FREELANCE ART DIRECTOR
UNEXPECTED UNEXPECTED VFX SUPERVISOR
AROMA AROMA POST PRODUCTION
AHMED HAFEZ AROMA EDITOR
HOSNI ALI FREQUENCY SOUND DESIGN