2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

It’s nighttime, dark, and the television is playing a wildlife documentary. In his guard room, the security guard sits in front of his fries, coke and Shawarma sandwich. But this isn’t just any sandwich, is it? As he unwraps it from the black-colored wrap and takes the first bite, the horror-like film assures us that something terrifyingly is about to happen. The light flickers before it goes absolutely dark, where we suddenly have an outside view of the room. Hearing only his screams, we watch the silhouette of his hand over the dark glass, crying out in fear as the horror over-takes him. We re-enter the room as the lights flickers back on, with no sign of the guard. As we hear an evil voice laugh, a message appears on the screen: “Don’t come near… the most frightening sandwich in the world; ‘The Boogeyman’.”

Cultural / Context information for the jury

Because Saudi Arabia is a relatively conservative country that is commonly used to adhering to rules and ordinance, they usually enjoy a challenge. Spicy food or products are usually positioned as ‘dangerous’ ‘tough’ or ‘challenging,’ which explains their association to fire and strength when communicated in any promotional or marketing form to consumers. Combining the ‘unnatural’ or ‘challenging’ aspect, with the ‘dangerous’ approach, fear become a common ground that could pose a challenging nature for consumers, especially when they are directly told to ‘stay away’ or ‘not do it.’

Tell the jury anything relevant about the direction. Do not name the director.

How do you make a horror film that a conceptually a joke? It is not a parody nor is it a satirical copy. The message and the nature of the promoted product carried the lightness-effect, as ultimately, a challenge that creates caution of a sandwich will always be translated comically, so the terrifying and horror-based elements needed to be implemented visually. From the dark lighting and faded grading, to the impact of the flickering bulbs, lighting set the mood that was amplified by the nature of the deserted location that only features a midnight job without a help. The sound design plays an essential role in establishment of the fear; from the silence, to the sound of the wind, squeaking, and finally the sound of the monstrous laugh, a combination of sound distractions creates a genuine tremble close to the reality of a horror/thriller drama.