Brand | PEPSI |
Product/Service | PEPSI BLACK |
Entrant | ELEPHANT Cairo, EGYPT |
Category | Direction |
Idea Creation
|
ELEPHANT Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
Pepsi is launching their latest product for the Middle East, Pepsi Black, specifically targeting Gen Z. The brand personality is bold and daring. Our film features Abyusif and Marwan Pablo, the biggest names in Arabic Rap, or Trap as they now call it.
Cultural / Context information for the jury
For the most part, the rap/trap scene in Egypt has stayed underground and hasn’t been acknowledged by mass media. Historically Pepsi and Coke have reverted to established musicians and celebrities for their films. By embracing bold and daring, We challenged what is the “celebrity” norm in introducing these two for our film.
Tell the jury anything relevant about the direction. Do not name the director.
Direction had to stay bold and daring. Embracing the raw nature of the artists.
This film is the first break from the clean and glossy look that has been Pepsi in the Middle East for years.Going for real people and real influencers, instead of pretty ones.
Credits
Maged Nassar |
Good People |
Director |
Maged Nassar |
Elephant |
Creative Director |
Ali Ali |
Elephant |
Creative Director |
Douwe Hennink |
Good People |
DOP |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Producer |
Karim Osman |
Good People |
Line Producer |
Nada Kamel |
Elephant |
Business Director |
Hend Ghorab |
Elephant |
Creative Planning |
Amr Rabea |
Good People |
Editor |
Jihad Aboushady |
Good People |
Assistant Producer |
Eslam Abo Elenien |
Good People |
Art Director |
Yasmine Abouzeid |
Good People |
Assistant Producer |
Lionel Soria |
Good People |
Production Designer |
Mohamed Fakhry |
Good People |
Art Director |
Sara Jane |
Good People |
Wardrobe/Stylist |
Amr Berri |
Good People |
Assistant Director |
Marwan Pablo |
Independent |
Lyrics & Performance |
Youssef Altay Abyusef |
Independent |
Lyrics & Performance |
Wael Alaa |
Good People |
Music Production |
Bilal Hibri |
Lucid |
Colorist |
Omar Naguib Farah |
Squids |
Online |
Muhamed Mostafa |
Good People |
Illustrator |