2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Our film was built on the product RTB “real fruit pieces” through a product-centric copy located in an airplane cockpit where we hear a conversation between the pilot and co-pilot who have accidentally left the mic open for the whole flight to listen to their humorous tongue twister that highlights how YOGO turned the world up-side down with a product that one can eat and drink, simultaneously. Addressing the million-dollar question of are we thirsty, hungry or both? And standing out with a unique proposition in a cluttered category. Hence introducing our brand role and communication platform of, “YOGO enables you to turn the world upside down”, and the slogan “شقلب الدنيا” (shake things up) with a memorable shaking gimmick observed throughout the copy that mixes the fruit pieces with the yogurt drink to give the consumer both the edible & drinkable experience.

Cultural / Context information for the jury

Ramadan is the super bowl of advertising in Egypt, brands compete to get consumer's attention, and consumers are at the edge of their seats to critique and judge advertising efforts. Most brands use jingles, bombard them with celebrities, or use both. We decided to take a leap of faith based solely on the uniquest Egyptian trait; humor. Egyptians love humor especially when they are puns, tongue twisters, or a play on words. They impulsively and continuously share memes online to the public, on Whatsapp groups, and even offline during their daily cafe visits. Therefore, the best way to create the needed buzz was to create a simple and humorous copy that has a bizarre and incomprehensible dialogue that can provide content for their memes.

Provide the full film script in English.

- Serra Tango 1907 - What is that? - What are you chewing? What are you drinking? - How are you drinking what you are eating? Co-Pilot: (Taha) - This is YOGO; Yoghurt filled with strawberries Pilot 1: - No way Co-Pilot (Taha): - All blended together; do you want to eat a sip? Pilot 1: - You know what; its been a while since I drank something to be eaten. Co-Pilot (Taha): - But take care; yesterday someone choked when he was chewing what he was drinking Pilot 1: - Don’t disturb me when I’m drinking what I am eating with you Co-pilot (Taha): - He bit the yoghurt, when he was drinking the peach, so he choked again. Pilot 1: - Then why are letting me drink from a bottle that is supposed to be eaten. Co-pilot (Taha): - So you join me in eating from what I am drinking Pilot 1: - Am I supposed to drink while I eat it? Background voice: (Are you ready?) Pilot 1: - Copy 5C - Or eat it while I drink it Co-pilot (Taha): - Are you hungry or thirsty; this is the idea Pilot: - I am not very fond of your attitude with me. Co-pilot (Taha): - Neither am I Pilot 1: - Then chew and stop talking Co-Pilot (Taha): - You drink then Flight Passenger 1: - Excuse me, can you please hold what I am eating and drinking. Pilot 1: - And If I don’t chew, what will happen then? Co-pilot (Taha): - You will swallow Pilot 1: - And If I don’t swallow Co-pilot (Taha): - You will drink Pilot 1: - And If I don’t drink? Co-pilot (Taha): - You will chew Background voice: they changed the whole system completely Co-pilot (Taha): - Bite and drink bite and drink bite and drink bite and drink, bite and the drink, chew the beverage. Pilot 1: - You’re so weird today Taha - What did you drink? Co-pilot (Taha): - Yoghurt Pilot 1: - And what did you eat? Co-pilot (Taha): - Yoghurt Pilot 1: - And what are you planning on? Co-pilot (Taha): - Strawberry Demo: We mixed pieces of fruit in drinkable yoghurt for those who are thirsty of hunger or hungry of thirst. YOGO; shake things up.