Brand | EGBANK |
Product/Service | EGBANK |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Direction |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Idea Creation 2
|
GOOD PEOPLE CONTENT Cairo, EGYPT
|
Media Placement
|
INITIATIVE MENA Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Brief Explanation
Raouf Abdel Raouf, otherwise known as Oufa is a typical representative of the youth in Egypt and is often unaccounted for and taken for granted. In the film, Oufa is in the bathroom, doing his thing, in the one place where he can finally be alone, only to be interrupted by his father, who barges in to wash his hands. As his father leaves the bathroom, with no apparent urgency, he loosely closes the door behind him, but fails to close it shut. The film ends with the door ajar enough to show Oufa, still sitting on the toilet completely exposed to the outside world, and a single promise from EGBANK, “No one takes you in to account, so we’re giving you your first account.”
Execution
The mastery of the direction in this film is in its ability to show so much emotion, so much frustration with barely any dialogue. The simplicity of the situation, the quiet and humiliating acting, and the lack of action generally, perfectly represent the message the brand was trying to convey. The sentiment of an entire Egyptian generation was perfectly summed up in a few seconds, with a few lines.
Credits
Ahmed Hafez Younis |
FP7/CAI |
Executive Creative Director |
Amr Haddad |
FP7/CAI |
Creative Director |
Mohamed Bary |
FP7/CAI |
Senior Copywriter |
Sherif Fouad |
FP7/CAI |
Art Director |
Hussein Diaa |
FP7/CAI |
Copywriter |
Hisham Nagy |
FP7/CAI |
Group Account Director |
Hatem El Rashidi |
FP7/CAI |
Account Supervisor |
Farid Sayed |
FP7/CAI |
Senior Account Executive |
Rania El Bakry |
FP7/CAI |
Head of Digital and Social Media |
Yasmine Kamal |
FP7/CAI |
Senior Digital Account Executive |
Naila Fattouh |
FP7/CAI |
Head of Strategic Planning |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Omar Gawdat |
FP7/CAI |
Producer |
Ali Ali |
Good People Films |
Director |
Pierre Mouarkch |
Good People Films |
DOP |
Begad Omran |
Good People Films |
Executive producer |
Mahmoud Derbala |
Good People Films |
Producer |
Mohamed Sabry |
Good People Films |
Production Manager |
Nada Faied |
Good People Films |
Line Producer |
Engy Emad |
Good People Films |
Production Coordinator |
Dzovig Torikian, Renad Tarek |
Good People Films |
1st Assistant Director |
Nada Salama |
Good People Films |
2nd Assistant Director |
Assem Ali |
Good People Films |
Art Director |
Engy el Mor |
Good People Films |
Stylist |
Karim Mira |
Lizard |
Colorist |
Amr Rabei |
Lizard |
Editor |
Links
Video URL