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 that’s well-known amongst Egyptians when it comes to the most scrumptious food. Our film showcases the family in their own element of pride, the kitchen where they share their passion and innovation for food. The family sings an anthem on how they are proudly united in their food mania, looks and characteristics.

Cultural / Context information for the jury

Food brings people together and Egyptians enjoy to cook for each other as sign of love and generosity between family members and friends. Egyptians invest 50% of their wallet in food purchases and invest a lot of time in preparation for very authentic and unique Egyptian cuisine. 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.