Brand | SHELL |
Product/Service | RIMULA |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Cars & Automotive Products & Services |
Idea Creation
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Media Placement
|
MEDIACOM Cairo, EGYPT
|
Production
|
THE TALKIES Cairo, EGYPT
|
Production 2
|
CIRCLE POST PRODUCTION Giza, EGYPT
|
Cultural/Context information for the jury.
They’re unsafe... untrustworthy... and unreliable! It’s unfair to shackle Egyptian truck drivers with superficial societal prejudgment, constantly positioning them as second-class citizens. Rimula, a by-now almost- forgotten oil engine, thanks to the cheaper alternatives, decided to play the trucker’s advocate.
In Egypt, truck drivers are classified as second-class citizens. Ironically however, they’re first tier car license holders.
A trickier target than most; truck drivers feel undesired and undervalued. They earned a false negative reputation for being reckless, irresponsible and untrustworthy. They are perceived as second-class citizens, due to their social class, educational background and their driving reputation on the road. However, these “second-class citizens”, do not only drive under heavy working conditions, but also suffer in getting their driving licenses in the first place. Since driving a truck is a tough chore, these drivers need to obtain first-class driving licenses, whereas any other passenger car drivers carry second-class driving licenses.
Translation.
Headline:
King of the fields.. these roads are mine
Sub-Headline:
if you got class, i’ll let you pass
cuz ain’t nobody got time for sass
Just remember it’s all show
And it takes a lot of push to get this thing to go
The apple of my eye
My steady marching truck
With our fathers’ blessing
the lord’s eternal light
We don’t go too fast..
And we leave nothing to luck
#What_Matters_is_Inside
Credits
Hany Shoukry |
J. Walter Thompson Cairo |
CEO |
Mai Azmy |
J. Walter Thompson Cairo |
Managing Director |
Salma Hamouda |
J. Walter Thompson Cairo |
Executive Director |
Nevine Ramzy |
J. Walter Thompson Cairo |
Account Manager |
Farida El Khatib |
J. Walter Thompson Cairo |
Account Manager |
Hana Magdi |
J. Walter Thompson Cairo |
Account Executive |
Mayan Sabry |
J. Walter Thompson Cairo |
Creative Planner |
Ramsey Naja |
J. Walter Thompson Cairo |
Chief Executive Officer |
Ibrahim Islam |
J. Walter Thompson Cairo |
Creative Head |
Adam Mourad |
J. Walter Thompson Cairo |
Creative Director |
Ahmad El Refaey |
J. Walter Thompson |
Associate Creative Director |
Sherif Adel |
J.Walter Thompson Cairo |
Senior Art Director |
Hani Mohsen |
J. Walter Thompson Cairo |
Copywriter |
Khalil El Shorbagy |
J. Walter Thompson Cairo |
Senior Art Director |
Diana Jebally |
J. Walter Thompson Cairo |
Head of TV Production |
Ahmed El Ruby |
J. Walter Thompson Cairo |
Agency Producer |
Hadeer Khaled |
J. Walter Thompson Cairo |
Producer |
Sameh Saeb |
Shell Egypt |
Lubricants Marketing Director |
Ayman El Haddad |
Shell Egypt |
Industrial and Transport Marketing Manager at Shell |
Hana Hakim |
Shell Egypt |
Marketing Manager |
Sherif Farid |
The Talkies |
Executive Producer |
Shady Amir |
The Talkies |
Senior Producer |
Karim Shaaban |
The Talkies Cairo |
Director |
Fawzi Darwish |
The Talkies Cairo |
DOP Lighting Cameraman |
Fady Akram |
The Talkies Cairo |
Second Unit Director |
Mostafa El Kashef |
The Talkies Cairo |
Second Unit DOP |
Ahmed Tarek Yehia |
Freelancer |
Music Composer |
Fady Garas |
Garas Studio |
Sound Engineer |
Links
Video URL