2019 Winners & Shortlists


Additional Company VODAFONE EGYPT Cairo, EGYPT

Write a short summary of what happens in the film.

A “thank you, but no thank you,” letter. A sarcastic voice of freedom inviting micro business owners to declare their independence from short-lived unprofessional favors. The film showcases a compilation of family and friends; creative director, designer, influencer, marketing manager, photographer, and a young relative, all during their day-to-day lives. With the introduction of each family/friend we see a, "thank you", written on screen. One that is unique to how the business owner would say it to the character. And at the end of each situation, we see each character glance back to the camera as the business owner was standing there. The film is shot in black and white and in slow-motion; to dramatically show the attitude and reaction of the character while the business owner, is ironically thanking them. At the end, we reveal the business owner, with a grin throwing pictures of his friends/family on the ground.

Cultural/Context information for the jury

Business & Communication Context Micro businesses play a major role in developing Egypt’s economy. In 2016, the Central Bank launched a program that forced banks to increase their lending at below-market rates of interest for the SMEs.This major turning point, got the attention of many brands resulting in a cluttered scene of communication. Cultural Context Egyptians have two kinds of thank yous; the universal thank you and the "Thank you for nothing" thank you; used sarcastically. Egyptians love short-cuts, the lazy efficient route to things, and are result oriented. They don't care how professional the journey is, they just want to get there. Which also makes them masters of excuses. Egyptians are known to value friends and family yet when it comes to money, business is business. They're not big fans of favors.

Provide the full film script in English.

Thank you, To every friend that promised me his creativity I have to tell you man, Must be real creative… to create an invisible ad. Thank you to my designer friend for crafting my two social media posts in only 6 months. Much much appreciated. Thanks a lot, The star of every social media platform. All the praise goes to the posts and mentions and reach I received. Not. Thank you my best friend the marketing guru For having time for PlayStation every day until the morning but not sparing 5 minutes for my marketing plan. Thanks man for helping me with my business, I know it’s only been 3 years but, can I get my photos already? No? yeah… Many thanks to my favorite nephew for that time, I asked you to give me a social media crash course. when you nodded at your phone, felt like you really listened Anyway Thank you for nothing folks. What great friends you are Starting today, I won’t need to depend on anyone to advertise on the internet Thanks to Vodafone Ready Digital They will create a Facebook page for my business Design its content And help my ads reach the right people With offers starting with 200 LE To subscribe to Ready digital, press the Register. The future is exciting.


Name Company Role
Mai Azmy J. Walter Thompson Cairo Managing Director
Ibrahim Islam J. Walter Thompson Cairo Creative Head
Ahmad El Refaey J. Walter Thompson Associate Creative Director
Mayan Sabry J. Walter Thompson Cairo Creative Planner
Ganna Hesham J. Walter Thompson Copywriter
Ahmed El Abi J. Walter Thompson Cairo Senior Art Director
Diana George J. Walter Thompson Cairo Deputy Managing Director
Nihal El-Fellah J. Walter Thompson Cairo Account Director
Natalie Michel J. Walter Thompson Senior Account Executive
Omar Hilal Freelance Director Director
Norhan Walid J.Walter Thompson Account Manager
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