Brand | NESCAFE |
Product/Service | NESCAFE 3IN1 |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Drinks |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Media Placement
|
ZENITH Cairo, EGYPT
|
Production
|
FILM CLINIC EXPRESS Cairo, EGYPT
|
Write a short summary of what happens in the film.
A dad holding an almost dying TV, enters his son’s room who is studying, the kid has no clue what his dad wants, the dad bluntly asks him to fix this TV because like any Egyptian father he stereotypes his son that if he’s an engineer so he could possibly fix anything, he starts telling his son that he tried almost everything to fix it but he failed, the kid tries to interfere his nonstop talking father to explain that he is majoring in mechanical engineering not electrical, the father gets even angrier and asks him to go fix his mom’s car, the kid explains more accurately that he is a mechanical engineer who is specialized in industrial engineering quality control and has nothing to do with fixing cars, all he gets is his father’s mocking leaving him speechless.
Cultural/Context information for the jury.
You know that you’re an Egyptian university student when you are stereotyped from the older generation about what you study, for example if you’re a doctor then you definitely have a treatment to anything related to the human body even if you’re just a dermatologist. On top of that the older generation aren’t up-to-date to the modern sophisticated specializations and subdivisions of each major. In this copy the student we have is an engineer, so his dad confidently assumed that his son will fix the TV although the kid is not an electrical engineer he’s a student who studies mechanical engineering specifically in the industrial and management department, and even more specifically in the quality control division. His dad ignored all that, seeing him as just “an Engineer”.
Credits
Karim Ayesh |
FP7/CAI |
Creative Director |
Alaa El Sheikh |
FP7/CAI |
Senior Copywriter |
Nourhan Moaz |
FP7/CAI |
Senior Art Director |
Sondos Effat |
FP7/CAI |
Head of Account Management |
Nahla Hendy |
FP7/CAI |
Senior Account Director |
Sherine Wassef |
FP7/CAI |
Senior Account Manager |
Nada Adel |
FP7/CAI |
Account Executive |
Naila Fattouh |
FP7/CAI |
Head of Strategy |
Sabrina El Ghoneimi |
FP7/CAI |
Senior Strategist |
Tameem Younes |
Film Clinic Express |
Director |
Hassan Mahfouz |
Film Clinic Express |
Executive Producer |
Hassan Mahfouz |
Film Clinic Express |
Executive Producer |
Mihay |
Film Clinic Express |
DoP |
Assem Ali |
Film Clinic Express |
Art Director |
Ingy El Mor |
Film Clinic Express |
Stylist |
Norah El Khateeb |
Film Clinic Express |
Producer |
Merna Mohsen |
Film Clinic Express |
Assistant Producer |
Omar Abdelrazek |
Film Clinic Express |
Assistant Producer |
Hosny Ali |
The Garage |
Sound Designer |
Karim Mira |
Lizard |
Colorist |
Amr Mohsen |
Aroma |
GFX Artist |
Amr Rabee |
N/A |
Editor |
Basmaa Goma |
Film Clinic Express |
Line Producer |
Dana Hatem |
Film Clinic Express |
Line Producer |
Links
Social Media URL