2019 Winners & Shortlists

THE MOMENT IS HERE

BrandVODAFONE EGYPT & PEPSICO
Product/ServiceBRAND
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategorySound Design
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Production BIGFOOT FILMS Cairo, EGYPT
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 about the elements of sound design.

From the real sounds of the closing cupboard, to the creaks of the chairs being stacked next to each other, to the uprising sounds of the cheers overtaking an entire stadium. The real sounds are mixed with the anthem-like track that intensifies to the battling sounds of a Nation, falling into completion with the narrative and recognizable voice of the official commentator, all to tell the story of country led by a hero; Mohamed Salah. The real atmosphere is mixed with the sounds of various other commentators from around the world; English, Italian and Portuguese. As the story unfolds, the soaring victorious music intensifies, and the crowd sounds grow louder, creating a beautiful chaos of untranslatable emotions that builds anticipation, fear, excitement and an uproar within the guts of every viewer.

Credits

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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