2017 Winners & Shortlists

The Campaign

The film is a satirical comment about how the games of politics exist in the least likely of places, leaving the viewer to imagine how deep these games run in actual governmental politics. It was commissioned by Mada Masr, an independent, progressive publication in Egypt that appeals to the well-informed mind. “Suzy’s Beauty Salon”, paints a vivid picture of the inner-workings of a beauty salon. It explores topics like power relations, ideologies, larceny, sleaze etc., words often associated with Politics, but shown through a more familiar lens.

Creative Execution

The concept Micropolitics, intimately captures the invisible power relations in the least likely of places. The challenge was to reveal the ugly underbelly of these seemingly innocuous outfits, while drawing direct parallels with governmental politics. This required every detail to be crafted to perfection. From the ironical, informed voice over to casting that embody the characters they play at one look. The fluid camera work gives the viewer a fly on the wall kind of experience, adding to the voyeuristic nature of the film. The lively art direction and choice of music create the perfect atmosphere, almost as misleading as the games of Politics itself.

The film immediately resonated with the people of the region because it so honestly reflects their sentiments about the prevailing political environment, while also establishing Mada Masr's journalism as truly critical and non biased.

The online film 'Suzy's Beauty Salon' holds a mirror up to the society, and points out how politics runs deep in our culture. It uses this allegory to bring attention to corruption and deceit at the highest level and tries to wake up people from their apathy. The ironic tone of voice appeals to the jovial nature of the Egyptian people.

The strategy was help people identify with the more complex nature of politics through everyday examples, there by making politics more general interest and less niche.