2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Egypt witnesses absurd-looking situations that are illogical, especially in terms of transportation on the streets, yet often go unnoticed. Through this film Swvl found the opportunity to stand out in-the-midst of this absurdity as the only logical thing. The film underlines the bizarre world that we have grown to overlook, cementing the service as the only practical method of transportation; due to its fixed and reliable, prices and schedule. It showcases the everyday journey of a young man leaving his house to reaching the Swvl bus station, showing him unbothered by the absurdity, to highlight the ridicule; from kids riding in the trunk of a car, a dressed-up dog on a bike, cows as average passengers, to the ridiculous car-versus-toktok accident. The film uses every frame’s background and foreground to showcase the chaotic streets, while the music ironically sets a peaceful mood for the man.

Cultural / Context information for the jury

Egyptian streets absurdity is referring to the illogical situations seen on the streets. If you take a walk for 5 mins; and focus on what’s happening around, you will be surprised. Absurdity today is a normal occurrence that goes unnoticed by most; however, some situations are just too ridiculous to not be emphasized. Egyptian’s have found mediums, such as Facebook groups and hashtags “onlyinEgypt” to display and share the absurdity they’ve seen, from the streets to everywhere else. A toktok is an unlicensed 3-wheel rickshaw. It is the main mode of transportation for rural areas and people believe that it is cheap, fast, widespread and always available. Although all of this is true, the toktok can be an extremely dangerous mode of transportation due to its lightweight it easily gets involved in ridiculous accidents.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Egyptians are well known for their ‘uniqueness’ in everyday situations. If you want to solve something, find an Egyptian to discover the most absurd and illogical solution for it! From transportation in the streets to the smallest daily task, we can solve anything. Your donkey’s tired? You’ll pull his cart for him, your car won’t fit the items? Let’s pile everything on top. If there is no logical method from reaching point A to B, we’ll come up with one. Absurdity and illogic especially in the streets is a norm within Egypt, so showcasing real examples to send our message ‘Swvl is logical’ connected with the viewers more, since they are all real things we have actually seen.