2018 Winners & Shortlists

RESTAURANT

BrandMIRACO EGYPT
Product/ServiceMIDEA MISSION AC
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryDirection
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

Brief Explanation

A moment where you expect to see people going insane over a certain act or behavior; but in 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 situation showing a couple having dinner in a restaurant, whereas the main hero shirt is covered with pasta all over. The couple reacts in a very friendly manner and even jokes about the pasta stain on his shirt as if it resembles a country on the map instead of storming out on the waiter who spilled it – 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 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 couple/waiter/manager, the props and the overall mood created a piece of content that captured all the Egyptian hearts and transformed the boring category into an entertaining one. Putting Midea to compete with the big famous spenders in a cluttered month.

Credits

Name Company Role
Ali Ali Good People Film Director
Mai Azmy J.Walter Thompson Cairo Managing Director
Ibrahim Islam J.Walter Thompson Cairo Head of creative
Karim Ayesh J.Walter Thompson Cairo Creative Director
Mostafa Sherif J.Walter Thompson Cairo Creative Director
Ahmed Waheed J.Walter Thompson Cairo Senior copywriter
Youssef Hammad J.Walter Thompson Cairo Senior Art Director
Diana George J.Walter Thompson Cairo Business Director
Hisham Ghamrawy J.Walter Thompson Cairo Account Manager
Malak ElNahas J.Walter Thompson Cairo Seniro account exceutive
Amir Adib J.Walter Thompson Cairo Planning Director
Begad Omran Good People Film Executive producer
Mayar Makhlouf J.Walter Thompson Cairo Producer
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