2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Exam time means extra studying, extra assignments, and extra excuses to do anything BUT those. The slightest slip could turn into hours of texting, the sight of a joystick could turn into a series of games, and we all know how dangerous just being in the vicinity of a warm, cozy bed can be. Our film plays on the little distractions lying around the average student’s bedroom, that snowball into hours upon hours of procrastination. Our message: When your grades are on the line and you desperately need to focus, Nescafé will give you the kick you need to do just that.

Cultural / Context information for the jury

Egypt’s educational system is very exam-oriented. Tests carry the weight of the year’s grades, so every year, the onset of finals season is cause for a month-long nationwide state of panic. Now as a very lucky coincidence, this year's finals coincided with Ramadan, the month in which our campaign was set to air; a month which is basically Egypt’s answer to the Super Bowl. So while the nation was glued to their TV sets, watching the month’s onslaught of new television dramas, eating the most delicious food, and socializing with their friends and families, students were confined to their bedrooms and study groups, away from any distractions… or so their parents thought. But the truth is that when it comes to procrastination, Egyptian students don’t need much to work with. The smallest distractions can lead to hours wasted, and they can justify their actions to themselves with the flimsiest excuses.