2019 Winners & Shortlists

Write a short summary of what happens in the film.

The film is an emotional roller-coaster, telling the story of how Mohamed Salah is perceived in the eyes of every Egyptian. The film opens on an establishment shot of Mohamed Salah. We see a man from his back, and the camera gradually moves to reveal Salah’s face. We cut to Salah running, then he pauses to catch his breath. We then intercut between shots portraying Salah in his natural habitat, and people naturally loving Salah. We see Salah playing with his daughter, and we cut to boys wearing Salah’s jerseys. Egyptians watching Salah playing soccer, and cut to Salah walking through the Anfield. Egyptians cheering for Salah, men taking pictures with his posters, his photos stacked in cars and carefully placed on walls; Salah is everywhere in Egypt even though he’s physically abroad. We end the film with Salah’s running shot, as he gets up to catch his breath.

Cultural/Context information for the jury

With a diverse population such as Egypt’s, disagreements appear on all fronts; politics, social issues, religious views, and even sports. When Vodafone decided to take a communal approach, we needed to find a strong common ground. Nothing to manifest the idea of community more than the power of unity, and nothing to portray Egyptians’ power of unity more than the extraordinary footballer, Mohamed Salah. He appears to be an admired figure, a success story, a dream, an inspiration. And so, in the eyes of 100 million, he is a phenomenon. People have seen Salah the soccer player, the winner, the achiever, and so this time, we portray the human side of Salah. We film him with his daughter, in his home in England and casually fooling around. Egyptians have hunger for Salah. And so, we feed this by giving them a fresh angle to his life.

Tell the jury anything relevant about the cinematography.

Just like Salah's football, we wanted to keep the cinematography and camera language raw and untamed. We chose to shoot everything hand-held and using as much available light as possible. We used very little to almost no light in this film. Instead we let the natural light of each city show thru in the ad. And in cross cutting between them, we always wanted to keep Liverpool cold and overcast, while Cairo remained warm and hazy. We also helped push that contrast between both cities a bit in the colour grading.