2019 Winners & Shortlists


Product/ServiceVODAFONE CASH
CategoryUse of Original Music

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) 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 creation of the original music track.

Music was a key aspect to this film. We needed to appeal to the younger segment, and so our music had to stand out. Delivering on the daring youthful spirit, we created a daring musical piece. The soundtrack had to portray attitude and groove. Hence, its creation was driven by a Moog bassline and ‘in the face’ analog drums beat. Then we gradually built the beat using analog synthesizers and drum machines. To further give our track an edgy attitude, we added a vocoder under the main vocals. We ended up with a catchy, fast beat that further delivered on our fast and snappy copy.


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
Amr Khaled Fulltone Music Composer
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
Social Media URL