2019 Winners & Shortlists

GARHY - NO JOKE

Short List
BrandEL GARHY - STEEL
Product/ServiceSTEEL
EntrantTNA Cairo, EGYPT
CategoryB2B Products & Services
Idea Creation TNA Cairo, EGYPT
Media Placement TNM Cairo, EGYPT
Production TNP Giza, EGYPT

Write a short summary of what happens in the film.

The commercial opens with a group of construction workers on site, doing anything but work. Its composed of various sequences showing construction workers playing around in a variety of manners; hula-hooping, fencing, using a makeshift jacuzzi. These men are not fit to work, let alone handle anything remotely as serious as working in a construction site. The humorous approach portrays the seriousness of the matter, concluding with the message that Garhy Steel is not a matter of fun but a matter of serious business.

Cultural/Context information for the jury.

Construction workers in Egypt show up to work and waste time. So our concept is built around a common Egyptian expression "(are you) just showing up to play?" playing on the idea that if you don't build with Garhy, it's just as risky as leaving your homes at the hands of workers who just want to have fun. Garhy's been dormant terms of visibility and top of mind awareness; it needed something to stand out from the clutter and make noise. After observation it was made obvious that the steel industry is dull in terms of communication. Steel manufacturers adopt similar themes; usually quite corporate and serious tones without room for creativity and fun leaving the consumer with a sea of similarity little differentiation. Adopting a playful approach in a seemingly monotonous and boring industry helped stand out and represent something fresh and fun in the mind of the consumer.

Credits

Name Company Role
Basel El-Deeb TNA Managing Partner
Mostafa Sherif TNA Creative Director
Ragy Baqy TNA Senior Creative Copywriter
Hosam Akil TNA Senior Creative Copywriter
Omar Dawoud TNA Senior Creative Copywriter
Hazem El Saadani TNA Managing Director
Salma Khairat TNA Account Manager
Sary Hany Key 66 Productions Music Composer
Karim Mira LZRD Grading
Ahmed ElSherbini LZRD Editor
Amr Rabee LZRD Editor
Mahhmoud Badr TNA Client Servicing Director
Mahmoud Khattab TNP Head of Production
Mohamed El-Lewa DDB Junior Creative Copywriter
Ahmed El-Sebaie DDB Junior Creative Copywriter
Mazen Nawar DDB Junior Creative Copywriter
Sevag Der Sarkissian TNA Associate Creative Director
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