2019 Winners & Shortlists


Additional Company VODAFONE EGYPT Cairo, EGYPT
Additional Company 2 PEPSICO Cairo, EGYPT

Write a short summary of what happens in the film.

A film for Egypt. A film featuring Egyptians from all forms of society, age and affiliations, as they gather around televisions, with their eyes fixed on the screen. In nail-biting tension, the film unfolds and consolidates all their emotions of that single moment, as their nation takes part of the World Cup after a 28 year wait. Their dreams and aspiration are elevated as they pray for their hero, Mohamed Salah, who directed them there, to continue his journey in leading them all the way, celebrating the country’s first win of finally stepping on the fields on Russia.

Cultural/Context information for the jury

With football being a national passion that is irrelevant to age or interest, whenever the National team is playing, everything else is put aside. With major political differences, economic challenges and no hope, Mohamed Salah has become the sole pride that no two people would disagree about. Combining him with the World Cup, Egyptians finally found the one thing that allowed them to forget their differences or worries, and actually unite. With the first game happening on the last day holy month of Ramadan and after a 28-year wait, the event had become one that the entire Nation anticipated by the second. This anticipation grew more intense with the suspense that accompanied the injury of their hero, who had dislocated his shoulder two weeks before the tournament. With initial reports assuring he would not participate, Egyptians regained hope hours before with the assurance that he would.

Tell the jury anything relevant about the direction.

Creating an emotional bond with viewers is difficult to achieve through a branded advertisement. But this film did more; injecting the essence of two brand messages in a story that translated the emotional intensity of 100million Egyptians. Approaching it as if a nation was on the brink of war, the usage of the drums sounds signified an army marching out to the offense. The serious genuine reaction of the cast, wrapping up the remains of Ramadan, continue to grow more intense as they gather the main event they’ve been waiting for 28 years. Using a restless camera, zooming in on people constantly, the film bringing us closer to their emotions, and almost always remind us the bigness of the moment for every national. Mohamed Salah, our hero, is seen fleetingly, intentionally. Being about the people coming together to support him, rather than another film just about him.


Name Company Role
Omar Hilal Freelance Director Director
Mai Azmy J. Walter Thompson Cairo Managing Director
Diana George J. Walter Thompson Cairo Business Unit Director
Heba Hosny J. Walter Thompson Cairo Account Director
Karim Magdy J. Walter Thompson Cairo Senior Account Executive
Nour Torky J. Walter Thompson Cairo Senior Account Executive
Amir Adib J. Walter Thompson Cairo Planning Director
Ibrahim Islam J. Walter Thompson Cairo Creative Head
Mostafa Hamza J. Walter Thompson Cairo Creative Director
Amr Abdel Wahab J.Walter Thompson Cairo Senior Copywriter
Belal Rabah J. Walter Thompson Cairo Copywriter
Mahmoud ElShahaat J. Walter Thompson Cairo Sr. Art Director
Begad Omran BigFoot Films Executive Producer
Ahmed Azmi BigFoot Films Producer
Mayar Tarek BigFoot Films Producer
Nada Faied BigFoot Films Producer
Ahmed Hafez Aroma Post-Productions Editor
Quim Miquel Freelancer Director of Photography
Benson Herbert Trait Sound London Creative Director
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