2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The hero film captures a group of friends discussing a new yoga class. They're having NESCAFÉ 2in1. The hero offers her friends sugar. They decline. As they decline, the sugar jar bursts into song, singing the famous song from yesteryear 'Do you love me? Do you, do you?' The friends are shocked but the hero rolls her eyes. The jar continues in an almost annoying outcry and shameful serenade. The one friend accepts a cube of sugar. The hero takes it from the jar and goes on to close it - shutting the singing up. The films series includes situations around make up, music and travel where sugar is cast aside, and serenades the group. Upon accepting or rejecting sugar, they shut the jar up and the singing stops.

Cultural / Context information for the jury

1: 2: The authorities levied a 50% SUGAR TAX in the region and it hit Nescafe too, a brand well-known for its instant coffee range – 3in1, made with sugar, creamer and coffee. The sachets are enjoyed by students and people on-the-go who want a tasty, sweet coffee in 2 minutes. Recently, to offer variety and circumvent the 50% sugar tax launched across the region, they launched their 2in1 offering, a sugar-free variant that lets people enjoy as is or with their own sweet variations.

Tell the jury about the choice of music track.

"Do You Love Me, do you, do you?" - is not only a famous song but is also one that has a cult following and is well-loved loved across Lebanon and the region. It was sung by the Bendaly Family in the 1970's. And has since been a part of popular street lingo. The song had maintained relevance across generations and markets in The Middle East and it was the perfect backing track to the dramatic break up between coffee and sugar. Partnering with popular actor Fouad Yammine, we remixed the song (Do You Love Me, originally performed by Bendaly family), for a range of videos where the sugar jar is alive and questions the loyalty of the coffee drinkers. Fouad, is famous for remixing and singing old songs.