2018 Winners & Shortlists

Brief Explanation

THE HARD-COLD TRUTH: Youth are easily bored, relentless & the toughest critics when it comes to finding content that can keep their dwindling attention span stimulated. With this in mind, launching a youth-only platform for a mega-brand like Orange had to be at the forefront of what’s “cool”. However, “cool” is ever-changing. Therefore, the core of our platform hammered on being one step-ahead. It’s not about knowing what’s cool today, but knowing what will be cool tomorrow, before anyone else. Instead of telling youth what’s in, we are enabling & encouraging them using a unique philosophy of being “NEXT”. In doing so, we used Egypt’s biggest content creators as guardians of our message, being the prime example of creating what’s new & fresh. Moreover, our film was both edgy and authentic, depicting the growing dystopian world full of followers, and reaffirming the notion of seeking out THE NEXT BIG THING.

Execution

The lyrics of the Dragon anthem talk about throwing out the old, and bring in the new. The director’s choice was to create a somewhat dystopian world inside a studio. A world where people are copies of one another, as Egyptians like to place themselves inside a familiar box, rather than stand out and have their own personality. the director chose to make this world a mix of animation and in camera shots, making the film a statement about what youth choose, rather than depict the real world and materials they consume. the choice of black and white was to be close to the comic book animation approach, and also to stand out in the clutter of a segment that is usually very colourful, showing that the current world as rather robotic and boring, and that it needs to change and break from the routine.