2020/2021 Winners & Shortlists

ORANGE RAMADAN 2020: SONNET EL HAYAH

BrandORANGE EGYPT FOR TELECOMMUNICATIONS
Product/ServiceRECHARGE OFFER
EntrantLEO BURNETT CAIRO, EGYPT
CategoryScript
Idea Creation LEO BURNETT CAIRO, EGYPT
Production RHINO PRODUCTIONS Cairo, EGYPT

Write a short summary of what happens in the film

The film displays five different long-distance relationships; mother/son, friends, grandparents/grandkids, an engaged couple, and a small family. Moving on from one story to another and establishing the context of each, we see intimate moments of how much they miss one another’s presence. In each situation, we see them using technology to sustain their closeness while being physically apart. Then, an unexpected surprise visit from those who were away in each situation takes place, finally reuniting everyone after the long wait.

Cultural / Context information for the jury

Egyptians are social by nature, they’re all about “togetherness”. Even those who live abroad make it a point to visit religiously so as to not miss any important event or gathering, be it summertime season or Ramadan. So imagine their despair when the very thing that fuels their happiness is taken away, with no power to change the circumstances thanks to COVID-19. Well, when “all-things-go-south” that way, Egyptians usually say that this is “Sonnet El Hayah”, which is why we chose to emphasize that meaning and use it in our song. While its literal translation is “This is life”, the figurative meaning and value it holds to Egyptians is worth so much more. To Egyptians, “Sonnet El Hayah” is the bittersweet phrase that is said to help them push-through their hardships. It’s their acceptance of “shit happens” and their drive to keep going anyway.

Provide the full film script in English.

Mom: Hello Aly! Son: Hello Mom, how are you? Mom: When are you coming home? Son: Soon... no matter the distance or time spent apart there are thousands of things between us that show how much we care who said we can’t stay close just because we don’t meet face to face? some hearts can feel the connection despite the distance we always have a lot to say stories to tell and people so dear to us who are never out of mind this life would be meaningless if you don’t have that person who’s keen to stay in touch with you no matter how far you go it’s just the way life goes we drift and lose our way wandering through life in different directions It’s just the way life goes loved ones will always stay close and stay with us, in our hearts we wish for the moment that reunites us with our loved ones no distance to keep us away no feelings of longing in our hearts we wish for the moment that reunites us with our loved ones no distance to keep us away no feelings of longing in our hearts our reunion is meant to happen it’s just the way life goes we drift and lose our way wandering through life in different directions It’s just the way life goes loved ones will always stay close and stay with us, in our hearts VO: We miss those moments Being together We miss those days Until they're back, we'll bring you closer No matter the distance, Orange brings you closer

Credits

Name Company Role
Osama El Arnaouty AMA Leo Burnett Director & Creative Director
Salma Ezz AMA Leo Burnett Creative
Adham El Khosht AMA Leo Burnett Creative
Mohamed Abdel Bar AMA Leo Burnett Creative
Hosam Ahmed AMA Leo Burnett Art Director
Ahmad Fahmy AMA Leo Burnett Head of Communications
Nadeen Maged AMA Leo Burnett Communications Manager
Aliaa El Alaily AMA Leo Burnett Communication Executive
Amr Saleh N/A Production
Nadim George N/A Production
Farida Fouad N/A Stylist
Hagar Hammad N/A Production
Rhino Productions Rhino Productions Production House
Mohamed Abdelrehim N/A Production
Saleh El-Azab N/A Production
Amal Gharbo N/A Production
Farah Dabbour N/A Production
Shady Salah N/A First Assistant Director
Ahmed Tarek N/A Production
Karim Darwish N/A Production
Amr Gaafar N/A Production
Amr Abdo Abu Haiba N/A Production
Mirette Amer N/A Production
Amr Samra N/A Production
Anan Fathi N/A Production
Amr Seiko N/A Production
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