2019 Winners & Shortlists

Write a short summary of what happens in the film.

The copy is about a manager telling a shocking news to an employee. Because the employee is drinking coffee, he receives unfazed. We start the copy by a manager inviting his employee for coffee in his office. The manager then tells the employee that they will promote him and move him to Halayeb office - a remote city on the border with Sudan. The employee who doesn't seem fazed by the news start to inquire more. The manager doesn't make it any easier and points to the female secretary who is photocopying papers while asking the employee what does he think of her. The employee nods his head and says that she is very nice. The manager explains that she'll replace him. The employee receives the news while being very calm as he sips his coffee. The VO says "nothing ruins Abu Auf coffee's mood."

Cultural/Context information for the jury.

Turkish coffee is consumed widely in Egypt as a mood lifter, it's associated mainly with "me time", as an escape from the stress of the day. It is widely consumed in homes, workplace and with friends. In this campaign we played mainly on the insecurities of our targets, bombing them with bad news that are rooted in their psyche and testing their patience and cool as they are consuming our coffee. The results are bulletproof as seen in the executions, portraying our claim that good coffee will not ruin your mood.