2019 Winners & Shortlists

IF THERE IS A WHEEL, THERE IS A WAY.

Client/BrandCAREEM
Product/ServiceCAR HAILING
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Type of EntryAmbient
CategorySpecial Build
Idea Creation J. WALTER THOMPSON CAIRO, EGYPT
Media Placement MEDIACOM Cairo, EGYPT
Production J. WALTER THOMPSON CAIRO, EGYPT
Production 2 BEE MEDIA PRODUCTIONS Giza, EGYPT

Cultural/Context information for the jury.

Disabled individuals in Egypt are challenged to get through the day, for the mere reason of inaccessibility in the streets to move around without the need of support from others. In Egypt, 2018 was highlighted as the ‘Year of the Disabled’. A law was passed earlier that year aiming to make wide-reaching reforms to the legal rights of the disabled. The measure, approved by the parliament, would give the disabled — who make up nearly 15% of Egypt’s population — tax cuts and require the government and private sector to allocate 5% of job vacancies to workers with disabilities. The new law would also require transport service providers to dedicate space for disabled commuters. Accordingly, any communication about the disabled community was previously almost obsolete, and rarely highlighted. With our stunt, we were finally able to shed some light on their struggles in the Egyptian streets.

Write a short summary of what happens in the ambient or digital execution or campaign.

After one month of scouting for the ideal location, alongside an urban designer who designed the obstacles to be difficult to pass, yet safe to decrease the chances of injuring pedestrians. We found a pedestrian bridge next to a school in one of Alexandria’s lively areas, we shot during the week to ensure high traffic. The obstacles set-up took 6 hours over-night to be ready before the streets were swarming with people. We placed cameras along the rails of the stairs, and in several other areas surrounding the bridge to capture all reactions. The obstacles were; a block at the bottom of the stairs which gives very little space for people to pass. When you manage to get through that, you meet steps that were exaggerated in size, and are challenging to climb. Finally, there was a ramp that ends at the same point with the stairs.

Credits

Name Company Position
Mai Azmy J. Walter Thompson Cairo Managing Director
Salma Hamouda J. Walter Thompson Cairo Executive Director
Menna Hagrass J. Walter Thompson Cairo Account Director
Dina ElTonsy J. Walter Thompson Cairo Account Manager
Nourhan Nour J. Walter Thompson Cairo Senior Account Executive
Ibrahim Islam J. Walter Thompson Cairo Creative Head
Farah Sultan J. Walter Thompson Cairo Senior Copywriter
Marwa Khalifa J. Walter Thompson Cairo Senior Art Director
Amir Adib J. Walter Thompson Cairo Planning Director
Mayan Sabry J. Walter Thompson Cairo Creative Planner
Nazli Kassem J. Walter Thompson Cairo Planner
Diana Jebally J. Walter Thompson Cairo Head of TV Production
Ahmed El Ruby J. Walter Thompson Cairo Agency Producer
Ahmed Abdel Kader J. Walter Thompson Cairo Executive Director
Karim Shaaban The Talkies Cairo Director
Fawzi Darweesh Bee Media Production DOP
Zeina Eissa Bee Media Production Executive Producer
Moustafa Salah Bee Media Production Head of Production
Mohamed Saeed and Yahia Gweifel Bee Media Production Producers
Abdallah Elabd Mediacom Managing Director
Isis Adel Mediacom Digital executive