2020/2021 Winners & Shortlists

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.