2018 Winners & Shortlists

Brief Explanation

A moment where you expect to see people going insane over a certain act or behavior; but in the contrary and as a bigger surprise, everyone is acting chilled, very cool and even being helpful in bizarre situations. Meet Mission, the latest AC launched through Midea. As of a main feature that differentiates the AC from one another, it cools up the temperature that reaches up 52 degrees and clears the air; and here was our main hook. Our film revolves around an extreme intense situation showing a money exchange office being robbed through an entertainment lighthearted atmosphere, whereas we see the office workers helping the robbers to open the safe and even providing something to drink. Unpredictably the cops shows up with giving an intense vibe and yet again they joke around as well – this is a reflection of Mission AC clearing up the air!

Execution

The direction was simple and straight to point; building up on the AC main anchor “Clears the air”. The concept behind our film was to create a humorous film through a catchy approach that would entertain our target audience and cut through the Egyptian super bowl season, Ramadan! The thinking behind it was to actually make the viewers wants to watch it over and over again due to its lighthearted manner that made people smile. Our film was uplifted in a stylized art direction with the choice of iconic cast who were first time on screen, the comic/engaging dialogue between the robbers & the office workers, the props and the overall mood created a piece of content that captured all the Egyptian hearts and transformed the boring AC category into an entertaining one. Putting Midea to compete with the big famous spenders in a cluttered month.