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:
Here I go, on the road again... Away from the treacheries of man
Sub-Headline:
I threw my burdens in the sea
But the sea couldn’t take it... It threw them back to me
For i was meek sparrow and the vultures came at me
So i become a lion, and now they all follow me…
But the game is over, my lord forgives me for my sins…
All I got is patience
And mine is a virtue that never ends
#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 |
Associate Creative Director |
Mariam Makram Ebid |
J. Walter Thompson Cairo |
Copywriter |
Mariam Makram Ebid |
J. Walter Thompson Cairo |
Copywriter |
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 |
Post 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