2019 Winners & Shortlists

KING OF FIELDS

BrandSHELL
Product/ServiceRIMULA
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryCars & 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

Name Company Role
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
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