2019 Winners & Shortlists

Write a short summary of what happens in the film.

"Offers up to your knees" an Egyptian proverb used when people face a barrage of too much of anything to an extent that they need to roll-up their pants, sleeves, etc. to deal with the onslaught. The music video depicts Abu Hafiza in his famous worn out apparel depicting the plight of the average Egyptian with his friends and colleagues from various locations and vocations dancing to a remix of a popular “mahraganat”/ festive dance song rewritten to the message of “roll up bro, to your knees bro”. Opening on a desolate desert wasteland of “no offers” our main character bemoans his financial situation when suddenly he introduces the announces Orange's new offer "offers up to your knees" and breaks into a new iconic dance routine rolling up his pants to wade into Orange's never ending offers.

Cultural/Context information for the jury

With Egypt's political and economic instabilities and the drastic increase in prices due to the fluctuation of the Egyptian pound, customers became price sensitive offer-seekers, driven more by value for money propositions than by emotional impulses. After the government floated the EGP, inflation rose almost 34% and prices of goods and services doubled. Orange responded by launching a Mass Tariff providing promotions and co-branded offers.

Tell the jury anything relevant about the direction.

Targeting C-D social class, the chosen locations were based on target audience usual places they would be at such as, fruits & vegetables markets, restaurants' kitchens, constructions sites, etc. The use of celebrity, Abu Hafiza, helped a lot in showcasing our target as he represents a downtrodden middle aged average government employee well known for his sarcasm, wit and comic critique of different aspects of Egyptian culture was the voice of millions of Egyptians. Choice of casts was real (real clothes, real locations) and taught them dance like Abu Hafiza to make the song and dance popular.