GUARDIAN OF FEATHERS - THE UNTOLD TALE OF A FORGOTTEN JOURNEY
Brand | ABULRISH CHILDREN'S HOSPITAL |
Product/Service | ABULRISH CHILDREN'S HOSPITAL |
Entrant | KAIRO Cairo, EGYPT |
Category | Script |
Idea Creation
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KAIRO Cairo, EGYPT
|
Media Placement
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KAIRO Cairo, EGYPT
|
PR
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KAIRO Cairo, EGYPT
|
Production
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BIGFOOT FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
Cairokee, Egypt’s most loved rock band, tells the untold story of the “Guardian of Feathers”.
In this heartfelt animated song, the band members morph into their childhood selves, joining a forgotten ritual that took place in 1800s Egypt.
The film starts with Cairokee’s lead singer Amir telling the story of the magical journey where parents took their children from every corner in Egypt to the shrine of a mystic named “Sidi Abulrish” or “Guardian of Feathers”, to perform a ritual like no other where the child wears a feather crown and sits backwards on a donkey circling the shrine of “Guardian of Feathers” to commemorate the child’s survival past the age of five.
We end the film on Amir wondering whether it was divine intervention that Egypt’s most important children’s hospital, “Abulrish” was built on the exact same spot where this ritual took place, and making a call for donations.
Cultural / Context information for the jury
The month of Ramadan in Egypt is filled with commercials of charitable entities, since this is the time of the year when Egyptian Muslims pay their “Zakat” - a yearly donation to help those in need.
While the norm is to play on guilt and rely on emotional blackmail, we decided to revert to the magic of beautiful storytelling, positivity and entertainment.
Abulrish “Guardian of Feathers” is one of those names in life that are phonetically heard without ever questioning the meaning or origin of the name.
It became a mere sound without essence.
The magical story behind the name had to be told to give the hospital the iconic stature it deserves, to make it top of mind in order to keep the donations flowing and continue saving the lives of thousands of underprivileged Egyptian children every year.
Provide the full film script in English.
I don’t know if it was luck or divine intervention…
But, once we heard this story, we knew it had to be told.
This story, or perhaps, legend took place a long time ago…
Maybe a 100 years ago or so..
Egypt lost countless baby girls and boys before they turned 5
Imagine, every other house in Egypt from Rashid in the North, to Sa’eed in the south…
Filled with sorrow, and broken hearts
And those who make it to the age of 5…
Their parents take them on a mythical journey…
Like no other…
Performing a magical ritual… filled with beautiful imagery
In AlMunira district, in the heart of Cairo
In front of a shrine of a legendary mystic named Sidi Abulrish (Guardian of Feathers)
I’m the boy... I’m the girl
Just turned five… now is my time
Jumped on a donkey... And put on my feather crown
They told me go on… live
I said okay… I will live
But first, let us reach out to his soul with his song
Hey Abulrish, Hey Abulrish (Guardian of Feathers)... Go on and live
Tomorrow you’ll grow and may eat crackers or perhaps meat
Hey Abulrish, Hey Abulrish (Guardian of Feathers).. Go on and live
Tomorrow you’ll grow and may eat crackers or perhaps meat
Call it coincidence, or divine intervention, no one really knows..
On this same spot where this historic ritual was performed…
A children’s hospital was built.
Not any children’s hospital but The children’s hospital responsible for saving the children of Egypt for decades.
We decided to create this song to try…
And tell a story never told before in an attempt to shed light on the forgotten Abulrish children’s hospital in AlMunira
If you want to help too… Please, use any of these methods to donate
Hey Abulrish, Hey Abulrish (Guardian of Feathers)... Go on and live
Tomorrow you’ll grow and may eat crackers or perhaps meat
Credits
Hesham Ellabban |
KAIRO |
Writing, Creative Direction and Co-Directing |
Sameeh Selim |
KAIRO |
Planning & Strategy |
Mahmoud Dogheim |
KAIRO |
Strategic Planning |
Mohamed Abd El-Hamid |
KAIRO |
Associate Creative Director |
Walaa Abu El Aeinen |
KAIRO |
Digital Media Planning Head |
Begad Omran |
Bigfoot |
Executive Producer |
Ahmed Azmi |
Bigfoot |
Executive Producer |
Muhammad Mustafa |
Freelancer |
Co-Director |
Mariam El Reweny |
Freelancer |
Illustrator / Character Design |
Alia Wahby |
Freelancer |
Animator |
Assem Kamal |
Freelancer |
Animator |
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