2020/2021 Winners & Shortlists

THE BANK-KINK

Short List
BrandNATIONAL BANK OF KUWAIT
Product/ServiceBANKING
EntrantSTORYTELLERS Cairo, EGYPT
CategoryConsumer Services / Business to Business
Idea Creation STORYTELLERS Cairo, EGYPT
Production RHYME PRODUCTIONS Cairo, EGYPT

Write a short summary of what happens in the film

Egyptians distrust anything that does not exist in physical form, which has hindered the growth of the fin-tech industry in Egypt. Having that said, this film translated their distrust, or kinks, visually. We took the saying, “seeing is believing” to a whole new level. The film is set in a busy office, one employee asks the other to run an errand at the BANK. Once the word BANK is mentioned, our hero starts to twitch introducing the visual translation of the KINK in banking. Every time the word is used, he has some sort of involuntary reflex. They all start picking on him and making jokes, entertained by the fact that he can’t stop twitching.

Cultural / Context information for the jury

Out of 100 million, only 10% of the Egyptian population is banked. For many Egyptians, the idea of not paying for goods and services in cash is unthinkable. They have a growing fear of banks, and constantly feel like they’re being conned. “They feel banks are evil” and deliberately avoid using them. They typically store their cash in sock drawers or under their beds. They trust what they see and can hold more than anything. This distrust dates back to the 1990’s when high-profile investment firms went bankrupt, and this perception never changed. Egyptians love to make pun jokes and enjoy the play on words. It is the most popular form of making fun of a situation or of someone. This was used to pick on the hero of the copy, the one that has the TWITCH.

Credits

Name Company Role
Hashem El Sokkary Storytellers Co-Founder
Akram Negm Storytellers Co-Founder
Hashem El Sokkary storytellers Creative Director
Akram Negm storytellers Creative Director
Ahmed El Nakeeb Storytellers Managing Director
Ramy El Sokkary Ryhme Productions Executive Producer
Hashem El Sokkary Storytellers Director
Akram Negm Storytellers Director
Kamal Samy Ryhme Productions Director of Photography
Karim Mira LZRD Colorist
Amr Rabea LZRD Editor
Adham EL Helaly Ryhme Productions Art Director
Shady Salama Rhyme Productions Producer
Mahmoud Zahran Ryhme Productions Assistant Director
Akram Negm Storytellers Copywriter
Hashem El Sokkary Storytellers Copywriter
Hosny Ali Sound Garage Sound Engineer
Sherif El Wessemy El Wessemy Studios Music Composer
Links
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