2019 Winners & Shortlists

SLEEP TIGHT

Short List
BrandCAREEM
Product/ServiceCAR HAILING
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Production J. WALTER THOMPSON CAIRO, EGYPT
Production 2 KAY-OH PRODUCTIONS Giza, EGYPT

Write a short summary of what happens in the film.

A series of shots representing different cars that are covered, haven't been used in a while due to being in 'deep sleep'; which reflects that there is no need to use your car and beat yourself up in traffic as long as you have Careem.

Cultural/Context information for the jury.

Egypt has a population of 100 million individual, and due to lack of extensive infrastructure there is always massive traffic jams that could last for hours. This turns the streets to become very crowded constantly, and leads to frustration any driver. Additionally, due to the current inflation which has been swarming the country for the past 1 year and a half, Egyptians have become more price sensitive and they're constantly in the search of a cheaper and more comfortable option when it comes to transportation. It is a local trend to cover the cars in Egypt, and it is very easy to spot covered cars in any street of Cairo, and for us, it was an opportunity never explored before.

Credits

Name Company Role
Antonio Bonifacio J.Walter Thompson Cairo Executive Creative Director
Sherif Mounir J. Walter Thompson Cairo Creative Director
Tamer Tawfik J. Walter Thompson Cairo Senior Copywriter
Hassan El Sada J. Walter Thompson Cairo Deputy Managing Director
Diana Jebally J. Walter Thompson Cairo Head of TV Production
Donia Rafaat J. Walter Thompson Cairo Content Producer
Hadeer Khaled J. Walter Thompson Cairo Post Producer
Ahmed Arafa Kay-Oh Executive Producer
Fawzi Darweesh Kay Oh DOP
Youssef Shaalan J.Walter Thompson Cairo Copywriter
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