2019 Winners & Shortlists


Bronze Lynx Campaign

Demo Film


EntrantFP7/CAI Cairo, EGYPT
1 of 2 Campaign
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement STARCOM Cairo, EGYPT
Media Placement 2 BEE INTERACTIVE Cairo, EGYPT
Production CINEGRAM Giza, EGYPT

Write a short summary of what happens in the film.

Kid play…Friendly match…show skills... defender angry…tackle kid… kid injury…hospital go…surgery make. This is how we communicated our film; creating a new lingo that cuts short in any sentence to make it understandable in just 2 words, why? Because this is how we would tell a story if speaking was charged for money in real life. The family had to run to the hospital as their son got injured in a football match after showing off his skills against the other team, a defender got angry and aggressively tackled him, doctor comes with bad news that the kid has to undergo a huge surgery that will leave him disabled enough to study for his exams, the mom is worried that he will fail ignoring the fact that her son is seriously injured, heroically the father intervenes and tries to revise the ancient Egyptian history curriculum with him but it ends miserably.

Cultural/Context information for the jury

In Egypt, the bond between the family is the strongest, to the extent that youth regardless their ages never move out unless they either get married or travel abroad. Family members share their secrets to family before anyone else, that’s also reflected on how much family calls each other during the day to give some updates or just making sure that everything’s alright, but the harsh economic status in Egypt is making people very careful while spending their money, this pushed people to do major cuts in their expenses to save as much money as they can, this also made them use their phones less; limiting calls to family, that’s why we created a new lingo that cuts short in any sentence to make it understandable in just 2 words, why? Because this is how we would tell a story if speaking was charged for money in real life.

Provide the full film script in English.

Kid: Sameh….mom….living Kid: I marry Brother: You…doomed Kid: Move out…seeking. Brother: Mom…talk Mother: Who…bride? Kid: Samia shokry Brother: Samia…hooters? Mother: Hello..Wedding Kid: Band…sing Mother: Beautiful…life Brother: Who…pay? Mother: You…pay. Brother: And he…mates?! Kid: Family…make Brother: Baby deliver…. diaper buy. Mother: Grandma…love. Brother: Wife headache….baby vomit. Kid: Clothes…wash. Brother: No buddies… hangouts bye. Kid: “boudy” hangout…. Brother: Samia…slippers…spank Kid: Samia… Pamper Brother: belly dangle… hair bold. Mother: Bride hates. Kid: “boudy” divorce? Brother: Lawyer pay… alimony settle… jail go Mother: Hello sadness. Kid: Band sings? Brother: Screw…life {demo} Cut anything short to save money except for conversations with your family, Subscribe now to the new hekaya family bundle You’ll call them totally for free And divide the bundle units among the family members. Call 525 Hekaya… An upgrade.


Name Company Role
Karim Ayesh FP7/CAI Creative Director
Alaa El Sheikh FP7/CAI Senior Copywriter
Nourhan Moaz FP7/CAI Senior Art Director
Bassem Abdelsattar FP7/CAI Graphic Designer
Sondos Effat FP7/CAI Head of Account Management
Amr Ammar FP7/CAI Account Director
Heidi Felfella FP7/CAI Account Manager
Rouane Wael FP7/CAI Account Executive
Naila Fattouh FP7/CAI Head of Strategy
Sabrina El Ghoneimi FP7/CAI Senior Strategist
Mostafa Darwish FP7/CAI Junior Strategist
Inas Nagy FP7/CAI Senior Agency Producer
Reem Mohamed FP7/CAI Assistant Agency Producer
Sherif Hammad Cinegram Films Production Executive producer
Omar Helal N/A Director
Quim Miguel N/A DoP
Ihab Ayoub Cinegram Films Production Producer
Ahmed Ali Cinegram Films Production Production Manager
Mohamed Diaa Cinegram Films Production Art Director
Mayar Mohsen Cinegram Films Production Art Director
Mai Galal Cinegram Films Production Stylist
Hosny Ali The Garage Sound Engineer
Ahmed Hafez Aroma Editor
Sherif Fathy The cell Colorist
Hatem Mahmoed N/A Second Assistant Director
Amjad Malki N/A First Assistant Director
Video URL