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 about the creation of the original music track.

The intention was to create music for the film, and not necessarily a track that users will listen to later on. We wanted Pepsi Black’s film to have a sense of ownership over the sound track. The two rap/trap rivals were given a clear brief and a set of 20 keywords to write about achieving boldly at a young age & making choices that aren’t convenient to society. Their lyrics were meant to sound like a response to someone objecting to their ways, almost like a conversational response to the Egyptian masses for not accepting them.