2019 Winners & Shortlists


Product/ServiceNESCAFE 3IN1
EntrantFP7/CAI Cairo, EGYPT
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement ZENITH 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”.


Name Company Role
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
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