2020/2021 Winners & Shortlists

AN UNTAINTED CELEBRATION FROM THE DEEP SOUTH

BrandEL ABD PATISSERIE
Product/ServiceEL ABD PROPHET'S BIRTHDAY SWEETS
EntrantKAIRO Cairo, EGYPT
CategoryScript
Idea Creation KAIRO Cairo, EGYPT
Production BIGFOOT FILMS Cairo, EGYPT

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

Name Company Role
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