Brand | ARAFA |
Product/Service | ARAFA FULL RANGE |
Entrant | BRANDWORX Cairo, EGYPT |
Category | Script |
Idea Creation
|
BRANDWORX Cairo, EGYPT
|
Production
|
BRANDWORX Cairo, EGYPT
|
Production 2
|
MONKEYS Cairo, EGYPT
|
Production 3
|
AHMED TAREK YEHIA MUSIC STUDIO Cairo, EGYPT
|
Additional Company
|
THE FILM MARSHALS Cairo, EGYPT
|
Write a short summary of what happens in the film
We follow the journey of Arafa during the late 1800s; entering the capital’s market on his carriage that is loaded with raw materials he is intending to sell and accompanied by his trusty companion, his horse. The city gates open and Arafa enters the market and witnesses the people. Through meeting people Arafa sees their good old virtues in action; he sees generosity, helpfulness, wide smiles, loud laughs, their genuine sweetness, and how supportive they are to each other. So instead of selling raw materials, these sweet people inspired Arafa to cook up sweet treats.
Cultural / Context information for the jury
In the late 1800s, Egyptian cities were built around their local markets, merchants took long journeys on their wagons from their smaller villages to the big cities so that they can establish their shops and sell goods, the culture was different, all the city folk knew each other, at least on a first name basis, food and beverages were usually offered to by passers as a sign of generosity, laughs and jokes were shared on regular basis, everyone was helpful, and if one home had a celebratory event then by default the entire neighborhood contributed to the celebration.
Provide the full film script in English.
Arafa (The main Hero) is coming with goody goods from his home village to sell.
The rooster announced the beginning of the day, and with the first ray of light Arafa met the first merchant.
The first merchant invited Arafa over for tea and said “ It is about ready” please come in
Arafa saw another merchant’s neighbor who is helping another neighbors in displaying goods (an act of kindness).
Then Arafa saw an extraordinary gentleman who was fulfilling an oath to give out “Fattah” because his son just graduated
(Fattah: An Egyptian dish that consists of rice ,salsa, meat and bread which is linked to feasts and festivities)
Then a little jokester who is working in the market told a joke that made everyone laugh, including Arafa.
Arafa went on his way to reach his shop, amazed by how sweet everyone is.
He heard a very nice tune coming out of a coppersmith shop; the coppersmith is working while singing, and producing tunes from tapping on the copper utensils that are being prepared as a part of a wedding ceremony.
Farha’s wedding is today at 9 and everybody is pitching in and sharing the joy.
The old woman aunt Adila ( Farha’s Aunt) is very troubled by a lot of bags that she can’t carry; she calls out for help
Arafa attempts to go help her, and instantly comes out two strong upper Egyptian lads in. They carry Adila and all her bags at once
Inspired by the sweetness of everyone
Arafa put the sign on his shop and worked up the recipe from the goods he had
For all the sweet people to have a taste
Honey and Tahini presented in wooden plates in front of his shop
Halava that is creamy goodness
Everyone in the market came to Arafa’s Shop
Arafa makes sweet sweet goods
For all the sweet sweet folks
Credits
Mohamed Hossam El Din |
Brandworx |
Idea creation/ Copywriting |
Abdelrahman Yousry Al Shirbini |
Brandworx |
Idea creation/ Copywriting |
Links
Video URL