2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Across the MENA region, dishwashing by hand with a sink of water and any kind of soap is seen as a better, more traditional way of washing dishes, rather than a dishwasher. However, there’s a knowledge gap when it comes the perception of dish washing cleanliness, and the existence of illness causing germs and bacteria, especially with the region’s older generations. Regardless of how thoroughly people clean their dishes, if they aren’t using a detergent that has antibacterial properties, tiny germs that are invisible to the naked eye can become a big problem. To cast a new light on this not-so “microscopic” issue, Pril showed in graphic detail just how unappetizing food can be when prepared or eaten on surfaces that are full of germs and bacteria, and how important it is to not only clean thoroughly, but clean with the right product. In this case, Pril’s anti-bacterial dishwash.

Tell the jury about the illustration.

The illustrations were crafted by mixing real photography on set and postproduction in CGI, at a level you can’t tell where one ends and where the other starts. First, professional food photographer were taken on set, so they stablished the mood and the scenery to mimic high-end restaurateur images. Then, to model the “bacteria ads” the art directors, 3D artists, and modelers took real medical bacteria illustrations as a reference, achieving a hyper-realistic result that camouflages the bacteria in the plate and the kitchen photos flawlessly.