2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Wegz announces that now with Orange and Tiger “you’ll crunch the units”, yet someone doesn’t seem to understand what it means. So Wegz uses his trap beats, funky moves, and metaphors to explain it, which is what he’s known for. We see many trials of Wegz trying to explain the line to a young man through different cool, hip stories that reflect usage and consumption habits taking place in the most interesting locations such as a video game with a chicken mascot, basketball court with a supermarket caddy filled with Tiger packs, bowling alley with a tomato-shaped bowling ball, cheese van, hotel room, and a retro TV screen. Still, the man doesn't seem to understand, so Shiba takes over the mic with his popular singing to explain it in a “simple” way. Then the copy ends with Shiba asking if it’s understood, only to have Wegz humorously negating it.

Cultural / Context information for the jury

Earworm brand jingles often turn to hit songs Egyptians listened to all the time. Often, genres of those songs include sha3bi, trap, or both. Wegz is one of the rising superstars in the trap genre gaining popularity amongst millions of Egyptians. He was the most streamed artist on Spotify in 2020, surpassing Amr Diab. Lyrics saying “Not the same color, not equal” of his song “Dorak Gai” even made it on New York protest signs! Overall, his fame for smart metaphors and lyrics crafting played an essential role behind choosing him for this copy as the song is built around the idea “Crunch the units''; a metaphor explaining the offer’s mechanism. Everytime you “crunch”, you could win “free units”. The lyrics gave purpose to flavors of each chip being “Crunched”. “Chicken charges the internet” for games, “Cheese melts” for extra texting time, and “Crunching never disconnects” the internet or calls.

Provide the full film script in English.

Now with Orange and Tiger.. you'll crunch the units what?? Crunch the units, up in the units Crunch up the units, crunch down the units Do you get it? I don't get it. crunch the units and don't talk too much my friend, medicine is evolving and chicken is now charging up megabytes chicken is now charging up megabytes we are up all night, cause we’re never out of gigabytes. Download the impossible. Download the impossible Hello, tomato on the line. Too many minutes and I’m trying to reason some sanity into her. Calm down tomato, calm down. crunching up nonstops, endless minutes, talking forever never running out of power. talking forever never running out of power. this cheese melts for us to keep texting, ohhhh who’s up next? Crunch the units, up in the units Crunch up the units, crunch down the units Crunch the units, up in the units Crunch up the units, crunch down the units what does this mean? I don't get it. It means .. with Orange and Tiger Crunch the units .. yes crunch them units crunch up the units means crunch the units and win free internet and calls now do you get it? no i don't get it With Orange and Tiger .. everyone's a winner and everyone will crunch up the units crunch up ... and you’ll get it. Now every time you crunch up tiger you receive free units, calls, and internet from Orange. and you could also win the Golden Card to charge up for free every day for a whole year .. with Orange and Tiger crunch up the units..