DEAR DAUGHTERS OF OUR LAND
Brand | PEPSICO |
Product/Service | PEPSICO EGYPT |
Entrant | DIGITAS Dubai, UNITED ARAB EMIRATES |
Category | Sound Design |
Idea Creation
|
DIGITAS Dubai, UNITED ARAB EMIRATES
|
Production
|
PRASHANT GODBOLE FILMS Mumbai, INDIA
|
Write a short summary of what happens in the film
'Dear Daughters of Our Land' is a poetic tribute to the female farmers of Egypt. A much-deserved and heartfelt gratitude for all their sacrifices and hard work, day in, day out. A showcase of PepsiCo’s Egypt everlasting support through our She Feeds the World program, in collaboration with CARE Egypt, under the auspices of the Ministry of Social Solidarity. A program that aims to empower women socially and financially, by providing them with the know-how and support needed to self-sustain and succeed, within an unconventional and challenging environment.
The film shows the grandeur, dreamscapes of farms and nature, larger-than-life vast expanses. With extreme wide-angle shots, high-contrast black-and-white imagery. A wise man once said, “When you photograph people in colour, you photograph their clothes. But when you photograph people in black and white, you photograph their souls.”
It's a human-story-meet-visual-poetry, set to the tune of Cairo Steps’ rich, captivating, original composition.
Cultural / Context information for the jury
According to the Egyptian National Council for Women, 36.4% of Egyptian women work in the agriculture industry. They don’t just cook the food, they grow it too. They feed the world. That’s why PepsiCo Egypt, in collaboration with Care Egypt and under the auspices of the Ministry of Social Solidarity, launched the She Feeds the World Program and invested 60 million Egyptian pounds (USD 3.7 million) for the next 3.5 years.
The program provides technical know-how and financial aid to small-scale producing female farmers, to help raise their standard of living, create job opportunities, and eradicate malnutrition amongst rural Egyptian women and children. As well as increase the food security of the country.
The program focuses on 4 regions Giza, Minya, Beheira and Beni Sueif and directly benefits 65,000 people who will in turn raise their communities’ standards of living, impacting the lives of over 325,000 people.
Tell the jury about the elements of sound design.
For man in the early days, music was found in nature, like wood and stones, wind and dirt, trees and animals. Some sounds of which are still found in folk music across villages in Egypt.
When we were creating a poetic tribute to female farmers, it was only natural to use the very sounds and music they listen to every day — natural elements, harvesting with the sickle, the pounding of the corn. The rich, echoing, authentic SFX was harmoniously complemented and amplified by Cairo Steps’ rich, captivating, original composition.
Credits
Komal Bedi Sohal |
Digitas Dubai |
Chief Creative Officer, Project Lead, Art Director |
Mary Fadel |
Digitas Dubai |
Arabic Copywriter |
Raja Rizkallah |
Digitas Dubai |
Arabic Copywriter |
Mohamed El Nagdy |
Digitas Dubai |
Arabic Copywriter |
William Mathovani |
Digitas Dubai |
Creative Director |
Sima El Amine |
Digitas Dubai |
Social Media Director |
Mohammad Algharibeh |
Digitas Dubai |
Social Media Manager |
Prashant Godbole |
Prashant Godbole Films |
Director |
Tassaduq Hussain |
Prashant Godbole Films |
Cinematographer |
Jitendra Kulkarni |
Prashant Godbole Films |
Production Manager |
Marlene Jaber |
Freelance |
Producer |
Prakash Kurup |
Freelancer |
Editor |
Basem Darwisch |
Cairo Steps |
Music Composer |
Links
Video URL