2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Egyptians distrust anything that does not exist in physical form, which has hindered the growth of the fin-tech industry in Egypt. Having that said, this film translated their distrust, or kinks, visually. We took the saying, “seeing is believing” to a whole new level. The film is set in a busy office, one employee asks the other to run an errand at the BANK. Once the word BANK is mentioned, our hero starts to twitch introducing the visual translation of the KINK in banking. Every time the word is used, he has some sort of involuntary reflex. They all start picking on him and making jokes, entertained by the fact that he can’t stop twitching.

Cultural / Context information for the jury

Out of 100 million, only 10% of the Egyptian population is banked. For many Egyptians, the idea of not paying for goods and services in cash is unthinkable. They have a growing fear of banks, and constantly feel like they’re being conned. “They feel banks are evil” and deliberately avoid using them. They typically store their cash in sock drawers or under their beds. They trust what they see and can hold more than anything. This distrust dates back to the 1990’s when high-profile investment firms went bankrupt, and this perception never changed. Egyptians love to make pun jokes and enjoy the play on words. It is the most popular form of making fun of a situation or of someone. This was used to pick on the hero of the copy, the one that has the TWITCH.

Provide the full film script in English.

Taha: Sherif, Mr. Galal is asking you to cash this cheque from the BANK. Sherif: Taha, what's wrong? Zakaria: You know very well that no one ever says the word BANK in front of him. Sherif: Zakaria! What's wrong with you too? This is unacceptable. Taha: You used to go to the BANK all the time and return from the BANK all the time Sherif: Without saying the name of the place, I know where I'm supposed to go! Taha: Hey, hey, hey Sherif: You keep repeating the name of the place a million times. Taha: No, I just mentioned it once. Zakaria: You said it only one time. Taha: Yes. Zakaria: No, I heard it say it two times. Taha: No, impossible! Sherif: Why are you guys counting? Taha: I'm sure I said it only once. Intern: I want to try to say it once, just once! Sherif: I'm warning you, I know all about you. Zakaria: You're just an intern here. Intern: Just this once! Zakaria: You can say it only one time, but only after you're hired! Sherif: No, no one dare say that word! Office Employee: You're going to let this intern say it once, I've been here for so long! How do you think this makes me feel? Taha: Just so I am clear...BANK BANK BANK! Sherif: My goooooooooooooooness!! Taha: What's wrong with you Sherif? Sherif: This is extremely unacceptable. Taha: Ouchhh my BANKreas! One of the office employees: Nice one. One of the office employees: Nice joke. Sherif: That was an awful joke! Taha: I disagree Office Employee: I have an even better joke, a better use of the word BANK Sherif: Come on man, have some decency! Office Employee: How about we all take a trip to Bangkok? One of the office employees: Wow! One of the office employees: That's the best one! One of the office employees: That's the best joke so far! Intern: I think this joke is better than the one you said Mr. Taha Sherif: Guys, I'm going to leave the room! You're forcing me to leave the room... Taha: Where to man, you goin' to the BANK? Sherif: Come on, I've had it... Voice Over If you have a KINK with BANKING Then NBK is the bank for you The simplest and most convenient banking solutions with no kinks