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 young man in university decides to take his parents and propose to the girl he loves, like any father in-law who wants to make sure his daughter is in safe hands, he asks the student what is he studying, the kid answers he that he’s in computer science and IT, like any Egyptian father he stereotypes the kid that he studies “computers”, the kid tries once to explain the he studies mobile devices programing, the father in-law insists that he studies “computers” so for the second time the kid explains that he studies mobile game programing like android and IOs, but the father still insists that the kid studies computers, and with a little pressure from his bride finally the kid gives up and admits that he studies “computers” just to keep things going.

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 is a computer engineer who is specialized in mobile programming and specifically game programing for android and IOS, his father in-law just ignored all that and convinced himself that the kid just studies “combutar”. “Combutar” is the only word the Egyptian parents use to talk about computer science, IT, coding, hardware, software…. etc. for them it’s all just “combutar”.


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
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 Lizard Editor
Basmaa Goma Film Clinic Express Line Producer
Dana Hatem Film Clinic Express Line Producer
Social Media URL