2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

In our films’ short brand narratives, we show the unspoken of reactions, people have when they change their immediate perception of anyone they meet in their day to day regular interactions with random people. The films depict 2 stars going from Heroes to Zeros in the eyes of a valet and a hostess once the heroes’ boxers are exposed to be old, worn & torn. Peoples interactions are always almost influenced by people’s socio-economic perception of others, hence we showed our audience through humorous, satirical & fear appeals the socio-cultural consequences of neglecting your unseen underwear, and showing them the solution of a boxer that doesn’t tear or wear.

Cultural / Context information for the jury

Egyptians have this socio-cultural tendency to judge people based on their perceptions of the other’s socio-economic status, hence the valet & hostess both change their immediate tonality & reactions upon being exposed to the star’s worn out underwear.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

The Undergarments retail sector is mainly dominated by 3 major factory key players in the market, Cottonil, Embrator & DICE factories. All brands actively communicate in the market, addressing their audience with a loud, youthful, and masculine tonality, each utilising a certain style or adopting a brand mascot in the form of celebrity endorsement, most notably famous sports commentators & most recently young music artists. Several ads in the past, most notably by DICE's competitors, have received negative reactions due to their occasional use of strong sexual connotations & misogynistic behaviors. Our Ads depict realistic situations that enforce the urgency of not neglecting their unseen peices of clothing and be ready for any occasion with a strong dependable boxer thats there for you.