2018 Winners & Shortlists

Brief Explanation

We released an online video copy, using an upcoming Egyptian Star, that showcased the extreme measures that girls go through to cope with their hair. This struggle was displayed through a series of quirky situations, which are also highly relatable to our target audience: • The video features a series of situations that start from the opening frame with a close-up on her face. • Putting her hair in a blender, an Egyptian pun about frizzy and uncontrollable hair. • She pours milk on her hair to try to smooth down the frizz. • Showing her hair tying her to a chair, playing on how her hair can confine her to her house, because it doesn’t look good. • Another shot showing how her hair manipulates her mind. • When she completely loses it, she thinks about shaving it off. • Finally, we see a series of scenes where we reveal the product as a solution.