2020/2021 Winners & Shortlists

MY FAMILY IS BETTER THAN YOURS

BrandETISALAT
Product/ServiceHEKAYA
EntrantFP7 McCANN Cairo, EGYPT
CategoryScript
Idea Creation FP7 McCANN Cairo, EGYPT
Production LIGHTHOUSE FILMS Cairo, EGYPT

Write a short summary of what happens in the film

Two Egyptian families meet for the engagement of a young couple, but a not-so-subtle battle ensues between the heads of the families, each trying to outdo the other in the importance of their family members, and the size of their properties. A very familiar scenario, with an explosive escalation.

Cultural / Context information for the jury

Egyptians are particular when it comes to marriage. Families meet in the name of love, but a battle lies between the pleasantries, with each family trying to top the other in social class and power. Each family will try to show superiority, and many engagements actually collapse in this dangerous dance.

Provide the full film script in English.

(Setting: Two families meet for the first time, for the engagement of a young couple) Bride's mother: Good to see you! What took you so long? Groom's brother: Sorry, someone bumped my car and didn’t stop, but I got his plate number. Bride's mother: Oh! My nephew is a police officer. He can inquire about him. Groom's brother: Really? He must know second cousin, a lawman himself, but a graduate of a Swiss university . Bride's mother: What a coincidence ! My brother is the ambassador in Switzerland.. he got us these chocolates. Groom's brother: Incredible! The milk in these chocolates is from SAFY’s farms, my mother’s cousin. Bride's mother: My great grandfather was also named SAFY, the mayor of Manshia. Groom's mother: Isn’t that photo taken by... Groom's brother: ...Grandfather Shafik! .. the King’s photographer. Bride's mother: We'll throw the wedding at ‘The Pearl’. My uncle’s wedding hall. Groom's brother: My uncle has ‘The Two Pearls’. A larger hall. Bride's mother: Then we’ll invite our family from the countryside. Groom's brother: Our family tree has roots in all Egyptian provinces! Bride's mother: My grandfather built us a mansion full of trees! Groom's brother: My grandfather built himself! Bride's mother: My grandfather built a home where horses roam!! Groom's brother: And my family is all horsemen! Bride's father: Then it’s a deal. Demo: If you’ve you got a large family, we’ve got Hekaya for you. A tariff made for the immediate, and extended family.

Credits

Name Company Role
Amr El Kalaawy FP7McCann Cairo Managing Director
Karim Ayesh FP7McCann Cairo Executive Creative Director
Sondos Effat FP7McCann Cairo General Manager
Ahmed Waheed FP7McCann Cairo Creative Director
Nourhan Moaz FP7McCann Cairo Associate Creative Director
Youssef Hammad FP7McCann Cairo Associate Creative Director
Nahla Hendy FP7McCann Cairo Group Account Director
Dina El Tonsy FP7McCann Cairo Senior Account Manager
Rouane Wael FP7McCann Cairo Account Executive
Mohamed Arafa FP7McCann Cairo Copywriter
Ibrahim Hadidi FP7McCann Cairo Graphic Designer
Inas Nagy FP7McCann Cairo Senior Agency Producer
Reem Mohamed FP7McCann Cairo Assistant Agency Producer
Yosr Khalifa FP7McCann Cairo Associate Strategy Director
Mustafa Darwish FP7McCann Cairo Strategist
Omar Hilal NA Director
Quim Miquel NA Director of Photography
Mohamed Diaa NA Art Director
Mayar Mohsen NA Art Director
Shahira Mostafa NA Stylist
Amjad Malki NA First Assistant Director
Hatem Mahmoud NA Second Assistant Director
Amr Rabie NA Editor
Hosny Ali NA Sound Engineer
Fadi Fahim Lighthouse Films Executive Producer
Karim Mira Lzrd Colourist
Mohamed Osama NA Photographer
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