Brand | VODAFONE |
Product/Service | FLEX TARIFF |
Entrant | WUNDERMAN THOMPSON Cairo, EGYPT |
Category | Casting |
Idea Creation
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Additional Company
|
VODAFONE EGYPT Cairo, EGYPT
|
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 that’s well-known amongst Egyptians when it comes to toothsome candy. Our film showcases the family in their own element of pride, candy making. The family sings an anthem on how they are proudly trademarked with being candy royalty across the country.
Cultural / Context information for the jury
Imbedded in our culture is a certain kind of candy that is unique to certain religious occasions. Touching on religious occasions captures a wide variety of consumers.
To communicate tailored bundles, 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.
Credits
Mai Azmy |
JWT, Cairo |
Managing Director |
Hassan El Sada |
JWT, Cairo |
Deputy Managing Director |
Mohamed Fouad |
JWT, Cairo |
Executive Creative Director |
Amr Hadad |
JWT, Cairo |
Creative Director |
Marwa Khalifa |
JWT Cairo |
Associate Creative Director |
Farah Sultan |
JWT, Cairo |
Associate Creative Director |
Mohamed Zoheir |
JWT Cairo |
Senior Art Director |
Ahmed El Abi |
JWT, Cairo |
Senior Art Director |
Ganna Hesham |
JWT, Cairo |
Senior Copy Writer |
Karim Rady |
JWT, Cairo |
Copywriter |
Mayan Sabry |
JWT Cairo |
Planning Manager |
Nihal El Fellah |
JWT, Cairo |
Account Director |
Heidi Felfella |
JWT, Cairo |
Account Manager |
Yasmine EL Tazi |
JWT,Cairo |
Account Manager |
Tarek Lawaty |
JWT, Cairo |
Senior Account Executive |
Mohamed Fathy |
Good People |
Director |
Kamal Sami |
Good People |
Director Of Photography |
Wael Mandour |
Good People |
Assistant Director |
Khaled Zaki |
Good People |
Executive Producer |
Mohamed Derbala |
Good People |
Head of Production |
Omar Khalil |
Good People |
Producer |
Menna Nagi |
Good People |
Assistant Producer |
Nada Salama |
Good People |
Line Producer |
Amr Khaled |
NO RGLR Productions |
Composer |
Amr Rabie |
LZRD |
Editor |
Links
Video URL