2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

A man is in his Subaru XV, and sees a big hill in front of him. He doesn’t know what to do until all of a sudden the seat next to him transforms into the head of Captain Sherif... a famous loud and brash bodybuilding celebrity in Egypt. Captian Sherif assures him in the loudest voice possible, that he can go crazy in the Subaru XV because it’s got all wheel drive! When the car is about the crash it suddenly stops... and Zahra’s head appears from the dashboard. Zahra is the Morgan Freeman of Egypt. The wisest man in the room. He confirms that the car stopped because he used the sensory system because he’s the ‘brains’ of the XV... and looks at brawn in disgust. In short, it’s a film showcasing the brains and brawn of the Subaru XV through comedy.

Cultural / Context information for the jury

Our main challenge is that our brand was a new entrant to the Egyptian market holding little to no equity within the minds of our audiences, primarily due to the lack of prior knowledge and exposure to Subaru. Our following challenge was that our brand was a highly functional product, despite earning a variety of safety accolades (one of the most globally trusted brands) it was absent of emotional triggers; it lacked sex appeal. From there we unveiled the insight that it was time to move from highlighting (functional) attributes to highlighting emotion; changing the narrative of the brand. We needed to pair brand assets with our consumers needs in a conversation that is relevant to them by correlating trust and peace of mind with the Subaru brand. We paralleled Subaru’s core DNA of superior safety and functional packaging with an emotional customer centric narrative that resonates.

Provide the full film script in English.

Driver: What the hill, what do I do now? Brawn: Pedal to the metal pedal to the metal Driver: You sure? Brawn: You’re all wheel drive, kiddo! FIRE. Driver: ALL WHEEL DRIVEE Brawn: NO TURNING BACK Brawn: We’re crashing we’re crashing Brains: I could smell your adrenaline from here so I used the Eye Sight to prevent collision Brawn: OMG DUNES Brains: Why don’t you talk sense to him? Brawn: No I’m blowing his fire FIRE FIREE Brains: Idiots