2020/2021 Winners & Shortlists

THE GYM

Bronze Lynx Campaign
BrandMAF PROPERTIES - CITY CENTRE
Product/ServiceCITY CENTRE ALMAZA
EntrantFP7 McCANN Cairo, EGYPT
2 of 3 Campaign
CategoryScript
Idea Creation FP7 McCANN Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

Write a short summary of what happens in the film

There’s a certain freedom in anonymity; the freedom for example to be a jerk, safe in the knowledge that you’ll never see the person on the receiving end of your tantrum again. But what happens the day after such an encounter… when you walk into your favourite place, and find a not-so-friendly face? Our film tells one such tale. A pretentious, entitled twit goes to the City Centre Almaza gym only to find the tallest, bulkiest guy in the room staring daggers at him. Turns out the bouncer he majorly pissed off the night before is the gym’s star member… and he’s not a forgiving kind of guy. Being friends with the club owner won’t be of much help now. Moral of the story: Don’t go to City Centre Almaza if you don’t want to be seen. Everyone’s there.

Cultural / Context information for the jury

Cairo’s a huge, sprawling city, but inside that chaos, we’re a very tight-knit society, and our favorite hang-outs are neighborhood spots where the patrons are all regulars and more like family. Malls however are the exception to this rule, and going to the mall is now an activity that can - and often does - take up the whole day. Each new mall that pops up is further away and larger than the one before. Forget bumping into anyone else there, you’ll lose yourself if you’re not careful. City Centre Almaza however bucked this trend. Instead of setting up shop in a satellite city, it’s smack dab in the middle of one of Cairo’s busiest, most densely populated districts. It’s big enough to house everything you’d need in a mall, but still compact and cozy - the opposite of the overwhelming mall experience that we’ve come to consider as normal.

Provide the full film script in English.

This is Hany Sayyad Quite a well built fella We’re talking 6 ft 8 / 6 ft 9 The kind that doesn’t do junk food And has gone to the gym for every freaking day of his life People fear him but also respect him You see, Hany may be physically impressive But he wasn’t exactly a mental genius Which is why he ended up working as a bouncer At a local 80s music club called “The Honkytonk” Just last night, some dude Hany refused to let in Turned out to be good friends with the owner And of course, he came back with the owner and let Hany have it He verbally abused him, saying really bad things to this sensitive guy. This is the dude from last night This cute little one here It’s actually his first day at the gym We’re not sure whether he’s here to practice or to take selfies for his Instagram account Either way, he obviously didn’t expect to find Hany here. But I guess the saying’s true What goes around comes around. Just don’t go to City Centre.

Credits

Name Company Role
Amr El Kalaawy FP7McCann Cairo Managing Director
Sondos Effat FP7McCann Cairo General Manager
Naila Fattouh FP7McCann Cairo General Manager
Mostafa Sherif FP7McCann Cairo Creative Director
Abdallah Hussein FP7McCann Cairo Senior Art Director
Nour Abdelhamid FP7McCann Cairo Senior Copywriter
Farah Mansour FP7McCann Cairo Group Account Director
Mo'men Aboutaleb FP7McCann Cairo Account Manager
Omar Magdy Sherif FP7McCann Cairo Account Executive
Sabrina El Ghoneimi FP7McCann Cairo Senior Strategist
Mustafa Darwish FP7McCann Cairo Strategist
Ashraf Hosafy FP7McCann Cairo Senior Agency Producer
Ahmad Kamel FP7McCann Cairo Assistant Agency Producer
Khaled Zaki Good People Executive Producer
Mahmoud Derbala Good People Head of Production
Karim Osman Good People Producer
Jihad Abo Shady Good People Line Producer
Mohamed Fathy Good People Director
Pierre Mouarkech N/A Director Of Photography (DOP)
Eslam Hassan Shawky N/A Art Director
Amr Rabie Lzrd Editor
Ahmed El Sherbiny Lzrd Editor
Nada Gaber Lzrd Post Producer
Hosny Ali The Garage Sound Studio Sound Design & Engineering