2016 Winners & Shortlists

THE WEDDING

BrandLAFARGE CEMENT EGYPT
Product/ServiceAL MOMTAZ CEMENT
EntrantKING TUT'S PLAYGROUND Cairo, EGYPT
CategoryHousehold, Home Appliances & Furnishings, Home Electronics & Audio-Visual
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

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
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
MOHAMED HAMDALLA KING TUT'S PLAYGROUND (KTP) DIRECTOR
PATRIZIO PATRIZI FREELANCE DIRECTOR OF PHOTOGRAPHY
BASSEL HOSSAM FREELANCE ART DIRECTOR
FADI FAHIM LIGHTHOUSE PRODUCTIONS EXECUTIVE PRODUCER
MOHAMED FAROUK LIGHTHOUSE PRODUCTIONS SENIOR PRODUCER
YOUSRA SHALABY LIGHTHOUSE PRODUCTIONS ASSISTANT PRODUCER
UNEXPECTED UNEXPECTED VFX SUPERVISOR
AROMA AROMA POST PRODUCTION
AHMED HAFEZ AROMA EDITOR
HOSNI ALI AUDIO SOUND GARAGE STUDIO SOUND DESIGN