2019 Winners & Shortlists


EntrantFP7/CAI Cairo, EGYPT
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement OMD EGYPT Cairo, EGYPT

Write a short summary of what happens in the film.

The film starts with Mo Salah walking in an empty, spacious hangar. The camera follows his steps as we start hearing the script. It doesn’t glorify him but questions his status and success, goading him, reminding him he has miles to go. We see him battle shadows and his shoes turn gold, we see him on his knees in a moment of defeat, that he overcomes as he stands tall and becomes a force with spinning balls gravitating towards him like planets towards a sun. The film ends as a statue erects in his image showing him his final destination, a road to glory, as he turns with a satisfied smile as if welcoming his possible future, and enters a sleek black car, symbolizing that Uber is with him all the way

Cultural/Context information for the jury

Salah was over used in most brands’ communications, which made Egyptians feel he was being too commercialized. But Uber decided to use him in a different way that didn’t glorify him or take an emotional approach. Other bands used his family and his hometown, but Uber’s film told him he had done nothing yet and he had miles to go. The script subtly used references of incidents that happened to him like when he was rejected by a very popular team in Egypt, but he kept going and he made it internationally, and when he was literally on his knees in defeat in the game that qualified Egypt to the world cup finals, but stood up and showed the world that he could become one of the greats, getting one of the most memorable scores in Egyptian history that took the country to the world cup.

Tell the jury anything relevant about the direction.

The film used a mixture of camera techniques, CGI and animation to show Mo Salah’s journey in a dynamic and visually entertaining way, new to the Egyptian audience. The film was all done in a hangar for an epic effect that focused only on our star while giving it a cool grungy ambience. The CGI added a heroic almost mythical element that ends with an enormous statue of him akin to the greek gods, showing him what he could become to his country. His opponents are shown in shadow symbolizing that they could be any and all obstacles in his way. The use of animation and CGI gives it a fantastical feeling as if showcasing the workings of a superhero, further enhanced by the use of glitches in transitions between outfits.


Name Company Role
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
Sondos Effat FP7/CAI Head of Account Management
Nahla Hendy FP7/CAI Senior Account Director
Sherine Wassef FP7/CAI Senior Account Manager
Nada Adel FP7/CAI Account Executive
Naila Fattouh FP7/CAI Head of Strategy
Omar Gawdat FP7/CAI Strategist
Ashraf Hosafy FP7/CAI Senior Agency Producer
Ernest Desumbila N/A Director
Fadi Fahim Light-House Executive Producer
Mohamed Farouk Rasta Light-House Senior Producer
Nesma El Batal Light-House Producer
Ahmed Rady Kimo Light-House Producer
Llorenç Peris Wigwam Films London Composer
Oliver Roskill Wigwam Films London Producer
Emma Jade Edwards Wigwam Films London Stylist
Richard James Lewis Wigwam Films London Steady cam
Kaname Onoyama Wigwam Films London Dop
Lluis Murua Sauvage TV Editor
Joao Teixeira Sauvage TV Editor
Xavi Santolaya Sauvage TV Grading
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