2019 Winners & Shortlists

Write a short summary of what happens in the film.

Vodafone celebrates it’s 20th anniversary by celebrating the power of togetherness. The film is script based, the Vo starts with the word “I” it opens on a narrow frame that shows only one face of an athlete in the gym to highlight individualism, then the frame starts to be wider to show more people in the frame as the VO starts to say the word “we” highlighting the power of togetherness. Showcasing different people from different industries; farmers, athletes, footballers, actors and actresses and miners all standing in their elements next to each other representing power; power of achieving together is much greater than achieving alone.

Cultural/Context information for the jury

Egypt holds a score of 25 in individualism, making it a collectivist society. Given the nature of the society, the Egyptian population is defined by a strong commitment to the group (family or extended relationships). With feelings of togetherness overriding individualism, Egyptians believe in the power of acting in groups. The latter was manifested severely during Egypt’s history; becoming more obvious recently with the Egyptian Revolution, and World Cup qualification. Both events have highlighted the power of being united. Focusing on building, strengthening and empowering communities, Vodafone has positioned itself as a market leader in building communities through its launch of ‘team 010’. Having around 10 million subscribers, team 010 have proved to become a fundamental pillar to the business growth as well as revenue. Being the sole differentiator between Vodafone and other providers, this time, Vodafone decided to reward its 010 teams and celebrate it’s community.

Tell the jury anything relevant about the direction.

“We” is more powerful than “Me” and the difference between the two is just one letter. but it changes the whole picture. To showcase the script visually, we made the difference just as simple. we started the film with shots of individuals within portrait aspect ratio. As the lense widens to a 16:9 aspect ratio, we reveal that these seemingly lone individuals are surrounded by rest of their team. Without any cuts, we were able to show two different pictures, changing the focus point from the “me” to the “we”. The formation of the scene was vital as we positioned the characters in different ways in each shot and centered the portraits to stand on there own before the scope widens.