ORANGE RAMADAN 2020: SONNET EL HAYAH
Brand | ORANGE EGYPT FOR TELECOMMUNICATIONS |
Product/Service | RECHARGE OFFER |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Script |
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
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 |
Links
Social Media URL