GUARDIAN OF FEATHERS - THE UNTOLD TALE OF A FORGOTTEN JOURNEY
Brand | ABULRISH CHILDREN'S HOSPITAL |
Product/Service | ABULRISH CHILDREN'S HOSPITAL |
Entrant | KAIRO Cairo, EGYPT |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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KAIRO Cairo, EGYPT
|
Media Placement
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KAIRO Cairo, EGYPT
|
PR
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KAIRO Cairo, EGYPT
|
Production
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BIGFOOT FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
Cairokee, Egypt’s most loved rock band, tells the untold story of the “Guardian of Feathers”.
In this heartfelt animated song, the band members morph into their childhood selves, joining a forgotten ritual that took place in 1800s Egypt.
The film starts with Cairokee’s lead singer Amir telling the story of the magical journey where parents took their children from every corner in Egypt to the shrine of a mystic named “Sidi Abulrish” or “Guardian of Feathers”, to perform a ritual like no other where the child wears a feather crown and sits backwards on a donkey circling the shrine of “Guardian of Feathers” to commemorate the child’s survival past the age of five.
We end the film on Amir wondering whether it was divine intervention that Egypt’s most important children’s hospital, “Abulrish” was built on the exact same spot where this ritual took place, and making a call for donations.
Cultural / Context information for the jury
Abulrish hospital is Egypt’s main children’s hospital since 1928. It is the children’s hospital of “Kasr Aleini “, the medical school of Cairo University.
It relies entirely on donations to keep its doors open.
Abulrish “Guardian of Feathers” is one of those names in life that are phonetically heard without ever questioning the meaning or origin of the name.
It became a mere sound without essence.
The magical story behind the name had to be told to give the hospital the iconic stature it deserves, to make it top of mind in order to keep the donations flowing and continue saving the lives of thousands of underprivileged Egyptian children every year.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
The month of Ramadan in Egypt is filled with commercials of charitable entities, since this is the time of the year when Egyptian Muslims pay their “Zakat” - a yearly donation to help those in need.
While the norm is to play on guilt and rely on emotional blackmail, we decided to revert to the magic of beautiful storytelling, positivity and entertainment.
Credits
Hesham Ellabban |
KAIRO |
Writing, Creative Direction and Co-Directing |
Sameeh Selim |
KAIRO |
Planning & Strategy |
Mahmoud Dogheim |
KAIRO |
Strategic Planning |
Mohamed Abd El-Hamid |
KAIRO |
Associate Creative Director |
Walaa Abu El Aeinen |
KAIRO |
Digital Media Planning Head |
Begad Omran |
Bigfoot |
Executive Producer |
Ahmed Azmi |
Bigfoot |
Executive Producer |
Muhammad Mustafa |
Freelancer |
Co-Director |
Mariam El Reweny |
Freelancer |
Illustrator / Character Design |
Alia Wahby |
Freelancer |
Animator |
Assem Kamal |
Freelancer |
Animator |
Links
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