2019 Winners & Shortlists

Write a short summary of what happens in the film.

The song was scripted, directed and acted to mimic a hip-hop track. Drawing inspiration from 50-Cent’s In da Club, the rapper, Chyno, ran on a treadmill. But as the video progressed, the everyday excuses we use to not train got in the way of his routine. Comedic examples, you’re your grandmother offering you cake, your girlfriend visiting you or food, tried to stop the rapper from continuing his fitness regime. The lyrics explain how he overcomes these challenges.

Cultural/Context information for the jury

The UAE has some of the world’s worst future-health-risks stats. Obesity, for example, is double that compared to the global average. Dubai Fitness Challenge was born to raise awareness about general attitude to health. Predominantly a sedentary place – due to heat and car dependence – the activity and fitness of the country is low. Our strategy was based on the fact that people will find any excuse to not stay fit or do exercise. The strategy also found the most common reasons why people are deterred from keeping fit.

Tell the jury about the creation of the original music track.

The song was scripted, directed and acted to mimic a hip-hop track. Drawing inspiration from 50-Cent’s In da Club, the rapper, Chyno, ran on a treadmill. But as the video progressed, the everyday excuses we use to not train got in the way of his routine. Comedic examples, you’re your grandmother offering you cake, your girlfriend visiting you or food, tried to stop the rapper from continuing his fitness regime. The lyrics explain how he overcomes these challenges.