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
|
Write a short summary of what happens in the radio advert.
The idea was to bring back the confidence to those truckers, as we shed the lights on them as humans, as we create the experience journey that captures those consumers (or humans) around it.
Almost all trucks in Egypt, are decorated with sentimental quotes, beautifully put together, highlighting personalized motivations. The point of view presented captured a novel and genuine side of a forgotten segment.
First-class Humans: The script was made up entirely of real bumper stickers, weaved together into a poem in what became an ode to truck drivers; celebrating them as humans, with their own individual interests and beliefs; Real drivers, real trucks and real families were featured, making the real first-class human inside real.
Rimula managed to give truckers back their glory by positioning them as first-class humans. Rimula weaved together, truckers’ mantras into a poem in what soon became an ode to truck drivers.
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.
Provide the full radio advert script in English.
King of the fields
these roads are mine
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’s written on the outside speaks volumes for what’s inside and what’s inside is more than just a driver… it’s a father, a brother, a friend and a man to look up too.
Shell Rimula… What matter is what’s 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 |
View Script
Links
Video URL