2018 Winners & Shortlists

FIFTY YEARS OF MOTHERHOOD

Silver
BrandDANONE
Product/ServiceDANONE YOGHURT
EntrantGOOD PEOPLE FILMS Cairo, EGYPT
CategoryDirection
Idea Creation SHEM'S PUBLICITE Casablanca, MOROCCO
Idea Creation 2 GOOD PEOPLE CONTENT Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT
Production 2 VIDEORAMA Casablanca, MOROCCO

Brief Explanation

This year, Danone Maroc celebrated 50 years of brand presence in Morocco. We branded it as 50 years of Motherhood. And we launched with this intimate film that is a tribute or homage to Moroccan mothers and motherhood in general. Celebrating the challenges, sacrifice, dedication and utter joyfulness that is being a mother.

Execution

TV Advertising dairy and yogurt in Morocco is generally very pedestrian and uninspired. The category is still stuck in the glossy sleek TVC look of the 80s and 90s. Usually featuring ads with model-like mother’s looking overly superficial. So with this one, we wanted the polar opposite of glossy. Instead we opted for hyper real and as natural as possible. With the casting, the locations, the wardrobe, the lighting. Giving the piece a European independent foreign film look, rather than a Moroccan yogurt ad.

Credits

Name Company Role
Ali Ali Good People Films Founder/Director
Pierre Mouarkech Good People Films Founder/DOP
Karim Mira Lizard Founder/Colorist
Amr Rabee Lizard Editor
Yanis Ayouch Shems Casablanca Creative Director
Quods Ouaissi Shems Casablanca Copywriter
Siham El Aoufir Shems Casablanca Copywriter
Sary Hany Key 66 Productions Music Composer
Ali Ali Good People Content Founder/Creative Director
Ali Ali Good People Content Founder/Creative Director