2020/2021 Winners & Shortlists

THE ARCADE

Bronze Lynx Campaign
BrandMAF PROPERTIES - CITY CENTRE
Product/ServiceCITY CENTRE ALMAZA
EntrantFP7 McCANN Cairo, EGYPT
3 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 skip school and go to the arcade, safe in the knowledge that no-one you know will see you, or be any the wiser. But what happens when you’re killing it in your game, only to find that your dad’s chilling at the arcade too? But, wait, why is the dad turning a blind eye to this? Turns out he’s skipping dinner with the in-laws under false pretenses too. He won’t be snitching on his son… they’re in this together. But just when they thought they were both safe, a middle-aged woman flags them down, with the widest smile on her face. It’s mum’s best friend… and the group’s biggest gossip. Busted. 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 little wuss of a kid here is Selim Selim told his mum he was at an after-school geometry workshop You see, Selim failed two geometry classes and still doesn’t know a triangle from a rhombus But that never stopped him or his equally obnoxious friends from skipping school and spending the day at the arcade at City Centre But guess who’s sitting across the room, hanging out Having pizza with his buddies? Well if it ain’t Selim’s dad And in exactly 8 seconds, he and Selim will spot each other There it is. Bingo. Normally, this would mean the end of Selim’s extra-curricular activities But they’ll just pretend not to see each other. Because you see, the apple doesn’t fall far from the tree And Selim’s dad has a lie of his own going for him He actually told Selim’s mum that he’s staying late at work finishing up the annual audit and that he’ll be gone all day So, are we even? No. Now we’re not. Because neither of these two idiots accounted for seeing their auntie Carol. Not only is she the biggest gossip in town She’s also Selim’s mum best friend And will surely tell her within the hour That she bumped into her son and her husband at the City Centre arcade Selim’s dad now has a lot more to worry about. Here’s some advice. Just don’t go to City Centre. Everyone’s there.

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