Brand | UNILEVER |
Product/Service | REXONA AND CLEAR |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Cinematography |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Production
|
OZ PRODUCTIONS Cairo, EGYPT
|
Write a short summary of what happens in the film.
Our film starts by telling the audience in a simple sentence; there’s another national team. This film is not about the known Egyptian national team, but there's another team that will be representing their country, despite their under-privileged environment and circumstances. We see our Nafas team playing football on the streets, showing-off their skills and peaking into their lives in a subtle way. The film is carried by a poetic narration as though from one of the kids. He says; instead of fields, we have concretes and instead of professional balls we have socks and metal cans. By the end of the film we see successive shots of different locations with a lingering sentiment, Street football was a way to show the environment these kids grew up in using whatever they had to practice. For others they’re just streets, for our heroes, every corner is a pitch or a playground.
Cultural/Context information for the jury
There are millions of homeless kids in Egypt, and people view them as delinquents and junkies, hopeless to society. Egypt was in a frenzy after qualifying for the world cup, which made it a great opportunity to hack into media channels that already had traffic from our targeted audience. The campaign positioned Nafas’s street children as street champions and national heroes participating in a global world cup. With every Egyptian man having played football on the street when they were young, the campaign used street football lingo that resonates with Egyptians, bringing our cause to light. Which meant that we steered away from any kind of previous communication regarding street kids that was usually a tearjerker or called for pity.
Tell the jury anything relevant about the cinematography.
The film was shot on the real streets of Cairo and Alexandria with a gritty art direction to communicate artistically the reality of those street champions. We wanted to show the places these kids would naturally seek to play in, deserts, back alleys, narrow streets, rooftops..etc. we didn’t want to show them in any weak light, we didn’t want pity from the audience we wanted to show their boldness and hope.
Credits
Karim Ayesh |
FP7/CAI |
Creative Director |
Ahmed Waheed Hamdy |
FP7/CAI |
Associate Creative Director |
Mariam Maged Ibrahim |
FP7/CAI |
Senior Art Director |
Mohamed Samy |
FP7/CAI |
Copywriter |
Marize Sami |
FP7/CAI |
Head of Digital |
Yasmin Shehab |
FP7/CAI |
Senior Account Manager |
Monica Karkousha |
FP7/CAI |
Account Executive |
Naila Fattouh |
FP7/CAI |
Head of Strategy |
Omar Gawdat |
FP7/CAI |
Strategist |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Moayad El Shenawy |
FP7/CAI |
Agency Producer |
Omar Abou Zeid |
OZ Productions |
Executive Producer |
Kholoud Kheidr |
OZ Productions |
Producer |
Ahmed Tahoun |
N/A |
Director |
Karim Mira |
Lizard |
Colorist |
Sary Hany |
Key 66 Productions |
Music composer |
Links
Video URL