MANDOLIN - BETWEEN ANYTHING AND THE OTHER
Brand | MANDOLIN |
Product/Service | MANDOLIN CHOCOLATE |
Entrant | CIRCUS Giza, EGYPT |
Category | Use of Original Music |
Idea Creation
|
CIRCUS Giza, EGYPT
|
Production
|
NOJARA PRODUCTIONS Cairo, EGYPT
|
Additional Company
|
MONDELEZ INTERNATIONAL Cairo, EGYPT
|
Write a short summary of what happens in the film
The film consists of a series of sequences where we see people consuming mandolin between 2 things. Each sequence is a creative/absurd translation of a common saying or phrase that has become pop culture in Egypt.
Cultural / Context information for the jury
A fast snack like Mandolin is usually consumed on the go by teenagers. It’s so light that it fits between any 2 activities. To embed this idea into our target’s minds we played on all the sayings, movies, books, songs that have the word “in between” in them and wove them together into a rap song. The song was performed by Abyusif, Egypt’s top underground Rapper.
Explaining some of the lyrics in the song:
Mandolin ... between anything and the other
I’ll eat it between 2 castles (Between 2 castles is a famous novel by Naguib Mahfouz)
Between 2 fires (is a saying that means you can’t make a choice)
Give and take between the buyer and the seller (That’s what we say whenever people are negotiating a price at any store)
I eat when I’m in “between the mansions” (That’s a location where everyone goes to make photocopies)
Tell the jury about the creation of the original music track.
This track was composed by Abyusif who is the fastest rising rapper in Egypt today. It was a real challenge for all of us to stitch together movie names and cultural sayings plus a few insights about things that you do between anything and the other, and then rap about it in a song that sounds edgy and daring like the rest of his work.
This song has made mandolin one of the coolest chocolates in the market.
Credits
Sherif Nashed |
Circus |
Lead Creative |
Essa Mostafa |
Circus |
Copywriter |
Laila Mohamed |
Circus |
Creative |
Basem Amer |
Circus |
Creative |
Sherif Boghdady |
Circus |
Managing Director |
Dalia Hosny |
Circus |
Account Manager |
Salma Cherif |
Circus |
Account Manager |
Mohamed El Zayat |
N/A |
Director |
Youssef Altay |
N/A |
Music Composer/Singer |