AN UNTAINTED CELEBRATION FROM THE DEEP SOUTH
Brand | EL ABD PATISSERIE |
Product/Service | EL ABD PROPHET'S BIRTHDAY SWEETS |
Entrant | KAIRO Cairo, EGYPT |
Category | Script |
Idea Creation
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KAIRO Cairo, EGYPT
|
Production
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BIGFOOT FILMS Cairo, EGYPT
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Write a short summary of what happens in the film
This is the dawn of what feels like a very special day, in a remote village on the Nile in the deep south of Egypt. A unique narrator from the village tells us about a forgotten ritual. Horses start waking up to the sound of Tambourines and Egyptian flutes to celebrate the birthday of prophet Mohamed, known as “MOULED ALNABI”. Kids get ready to take part in a celebration like no other. A celebration where horses and skilled horsemen teach us grace, comradery and humility, traits that are an embodiment of the beautiful characteristics of the Prophet himself. Film ends on the following message:
The MOULED ALNABI celebration has been unique to Egypt for over a thousand years.
Let’s preserve it.
Cultural / Context information for the jury
Mouled is the celebration of the birth of Prophet Mohamed, which Muslims await each year for the special mystical atmosphere it holds. Particularly in Egypt, the celebrations are deeply rooted within the country’s history, going back a thousand years. El Abd is the pioneer maker of the “Prophet’s Birthday Sweets”, known as “Halawet Al Mouled”. The brand identifies as “Custodians of the Egyptian culture” in their mission statement.
One of the most iconic but almost forgotten cultural celebrations is Al Mermah, it’s an event that dates back hundreds of years. Horse riders with their horses gather and hold a long day event where they engage in a number of brotherly contests as crowds gather to watch and play music for them using flutes and tambourines and hand out “Prophet’s Birthday Sweets” to emphasize the spirit of love and compassion inherited from the prophet.
Provide the full film script in English.
The Mouled celebration is different here.
Our celebration is called Al Mermah.
We wake up that day on the horse’s neighing. It’s as if he is signing, happy with the Mouled, like we are.
We gather together in a ring. We sing and dance with the horses. With our flutes and tambourines.
And our "glorious knights" reveal their mastery and command of their horses.
Yes, there is always a winner and a loser in Al Mermah, but more importantly, it's about love, love for our each other and our horses.
This is our celebration, this is Al Mermah
The Mouled El Nabi celebration has been unique to Egypt for a thousands years.. Let's preserve it.
Credits
Hesham Ellabban |
KAIRO |
Writing and Creative Direction |
Mahmoud Dogheim |
KAIRO |
Strategic Planning |
Mahmoud Elhossieny |
KAIRO |
Writing and Art Direction |
Mohamed Abd El-Hamid |
KAIRO |
Writing and Strategy |
Alaa Elhadidy |
KAIRO |
Designer |
Selim ElSadek |
Independent |
Film Director |
Begad Omran |
Bigfoot |
Executive Producer |
Ahmed Azmi |
Bigfoot |
Executive Producer |
Sherif Ghaith |
Bigfoot |
Producer |
Nada Faied |
Bigfoot |
Producer |
Farah Serry |
Bigfoot |
Assistant Producer |