2016 Winners & Shortlists

Creative Execution

As general context within the MENA region, Egyptians are considered funny & inventive. The traffic situation in Cairo is specifically relevant, especially the street mentioned in the script. This is one of the most dangerous roads in the world. Also Egyptians are well known for their inventive nature. Everybody has invented something at some point in their lives, it's one of the strategies for living in a country where nothing works and everything is broken. There is also a tradition among Egyptians of helping each other out.

The film has become one of the most successful pieces of online film content for Lenovo worldwide, and the character Abqarino is being developed into a fully fledged celebrity at the time of writing.

To launch Lenovo's #Goodweird platform in the Middle East, we produced this film, which showcases the wonderful weirdness of everyday invention. The principle behind the platform is that all great new things appear weird when they first appear.