2019 Winners & Shortlists


Product/ServiceVODAFONE CASH
CategoryProduction Design / Art Direction

Write a short summary of what happens in the film.

A snappy, cool, stylized film catering to youth. Given their short attention span, we opened our film with a statement ‘Anyone can transfer money using Vodafone Cash anywhere, anytime’. We embarked on a series of situations where people use Vodafone Cash to send and receive cash in unexpected forms. We see people using their phones to transfer money from unusual places; a girl in the middle of nowhere, a construction engineer from an underground site, a sailor man in the middle of the sea, and an astronaut in space. On the other hand, we see people receiving explosions of money, also bursting unexpectedly; cash raining down from an air conditioner, bursting from a fridge, cash served on a silver plate and bursting through an ATM. The film also embodies stylized inserts; piggy banks exploding and phones re-arranging, sending a message; break the piggy bank, your cash is one click away.

Cultural/Context information for the jury

In Egypt, youth are financially dependent on elders. Yet, when it comes to cultural influence, the former is deemed more influential than the latter. Youth’s behavioral influence was predominantly seen during the Egyptian Revolution when they were able to move a politically silent population. Similar to global youth behavior, they are tech-savvy and are considered societal trendsetters. Hence, reviving Vodafone Cash (an e-wallet) in a cash-oriented population that is resistant to technology adoption, entailed shifting the targeting strategy; instead of targeting the senders (elders), we targeted the receivers (youth). Therefore, the copy’s fast and snappy shots were tailored to appeal to the fast audience. Youth seek shortcuts, and so this film presented itself as one; 3 key-words (Transfer, Ka-Ching, Cash) snappy shots and upbeat music.

Tell the jury about the production design/art direction.

Delivering on the power of the click and our ‘anywhere’ approach, we needed to go out of our way with exceptional locations. How can we cover ‘everywhere’ on a limited budget? A challenge that called for smart art direction solutions. Every location was built to look out of this world. We even took it to space, while in reality staying grounded. We needed to embrace a fresh approach to appeal to our young segment. We met this by establishing a contrast between interesting places and slow motion money explosions. We added cash inserts and crash zooms that sync with the beat. We used interesting, daring faces and confident attitude with static camera track-ins. We ended up with a stylized piece that embodies colorful visuals, a catchy beat and playful effects, and so our audience fell in love with the replay button.


Name Company Role
Ibrahim Islam J. Walter Thompson Cairo Creative Head
Marwa Khalifa J. Walter Thompson Cairo Senior Art Director
Farah Sultan J. Walter Thompson Cairo Senior Copywriter
Mohamed Fathi J. Walter Thompson Cairo Director
Mai Azmy J. Walter Thompson Cairo Managing Director
Diana George J. Walter Thompson Cairo Business Unit Director
Nihal El-Fellah J. Walter Thompson Cairo Account Director
Farida Elshenawy J. Walter Thompson Cairo Account Executive
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