REXONA | CHEERING ALPHABET
Brand | REXONA |
Product/Service | REXONA DEODORANTS |
Entrant | GOOD PEOPLE Cairo, EGYPT |
Category | Animation |
Idea Creation
|
GOOD PEOPLE Cairo, EGYPT
|
Idea Creation 2
|
FP7/CAI Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film.
In the Middle East we use our hands to do the talking; so you can only imagine how we’re like watching a heated football match; and of course that makes it one of the most compromising situations for someone whose doubtful of the deodorant they are using. That’s why Rexona, a deodorant brand, had a lot to say about football; so much that they needed to use the entire alphabet.
So to celebrate the World Cup we created this hyper animated film to highlight every single action/reaction that could possibly happen when someone's watching a football match.
And every single time, wearing deodorant is absolutely crucial.
Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.
This is an alphabet anthem, so the challenge was making every alphabet “definition” look different while still ensuring the whole film meshes well together. That’s why throughout the film we kept most of the bodies static and let the hands do the talking- so even though the illustration style changed, the format stayed the same. Also writing out each alphabet letter served as another thread that held the film together. The style of animation was a little surreal because we wanted to have the freedom to exaggerate each gesture- if the characters were human-like it would have looked like another football commercial and we wanted to make sure our film would look different to all the other World Cup films running at the time.
Credits
Maged Nassar |
Good People |
Director |
Maged Nassar |
Good People |
Creative Director |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Senior Producer |
Hend Ghorab |
Good People |
Planning Director |
Muhamed Mustafa |
Good People |
Illustrator |
Mohamed Ghazy |
Good People |
Copywriter |
Aslan Tarek |
Good People |
Post Producer |
Abdullah Fareed |
Good People |
Copywriter |
Mahmoud Shoukri |
Good People |
Art Director |
James Bannochie |
Good People |
Copywriter |
Eslam Abu El Enein |
Good People |
Art Director |
Naila Fattouh |
FP7/CAI |
Head of Planning |
Marize Sami |
FP7/CAI |
Head of Digital |
Sabrina EL Ghoneimi |
FP7/CAI |
Senior Planner |
Yasmin Shehab |
FP7/CAI |
Senior Account Manager |
Monica Karkousha |
FP7/CAI |
Account Executive |