2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

What comes to mind when you think of “anthems”? Devotion to a country? Passion for a club? It all boils down to the unity of millions from various backgrounds under the banner of pride. And today, family members of any Egyptian household have the access to enjoy their own distinctive lifestyles, but they all come together in the name of family pride. A set cast wouldn’t go far, no matter how good a casting agency is, pride can’t be casted. To reignite the nation’s sense of family pride, we contacted a real family amongst that’s well-known Egyptians when it comes to styling. Our film showcases the family in their own element, the beauty salon, where they sing their anthem on how proud they are of their unrivaled styling skills, which turn bland strands of hair into works of art with their trusted tool kit, the blow-dryers, razors and scissors.

Cultural / Context information for the jury

Grooming and coiffeur visits are very regular to Egyptians as it is affordable and has become a weekly habit for all classes; hence became big part of the culture and very relevant to every Egyptian household. To communicate a family bundle that caters to each's consumption, we communicated tailored communication. Egyptians love originality and are always curious to hear and see the authentic or real behind-the-scenes experiences. We revealed in our copy the real families, the real voices, the real hobbies/jobs of each families to compliment the offerings we are communicating.

Tell the jury about the casting process.

Unlike the normal casting process, where a casting director hunts for strong acting skills and certain characteristic to fit a scripted character, we scouted for real families to translate our concept through them. The criteria mainly involved an influential family who are known for a profession which touches core passion points in the Egyptians lives. Insights on the family were gathered through in-depth interviews with the families as well as in their neighborhoods, about the commonalities which they proudly share and reflect the family’s distinctiveness. The insights ranged from commonalities in characteristics, traits and point of view on the profession up to nationwide appreciated and recognized jobs. The gathered data allowed us to base the concept on the families real identities with the support of the art direction and the anthem’s script, to ensure that the concept was reflected both visually and lyrically, simultaneously.