|Product/Service||REXONA AND CLEAR|
|Entrant||FP7/CAI Cairo, EGYPT|
FP7/CAI Cairo, EGYPT
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.
Provide the full film script in English.
We are the national team
With concrete fields
And goals of stone
One of us is 11 men
No matter what, we’ll play the game
With socks or metal cans
We’ll wear the ground down
And keep score
Watch out for my tunnels
Because when I beat you, I teach you
Pros don’t talk much
The gameplay says it all
When the pitch crowns its champion.
We make the streets our own.
In Egypt, every corner is a stadium.
It all starts on the streets
we are the national team you know nothing about
And we’re going from the streets of Egypt to the stadiums of Russia
Representing our country at the Street Child World Cup
And Rexona and Clear have our backs the whole way
|Ahmed Waheed Hamdy
||Associate Creative Director
|Mariam Maged Ibrahim
||Senior Art Director
||Head of Digital
||Senior Account Manager
||Head of Strategy
||Head of Film Production Department
|Moayad El Shenawy
|Omar Abou Zeid
||Key 66 Productions