2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

Banque Masr celebrating 100years & trying to create an emotional bond being the loved brand. We played on the insight of the characteristics that the true Egyptians holds and nowadays has lost its spiritual meaning especially after the lack of sense of belonging and identity caused by the outcome of the revolution. These true Egyptian characteristics are the banks characteristics so we took the path of motivating and reviving the true meaning of being an Egyptain with the golden verse of I’m the Son of Egypt. Nothing resonated more than music, so we chose it to speek to the hearts of Egyptians. The Song was written, carefully crafted portraying how hope & fighting back can do miracles. I’m the Son of Egypt I’m unbreakable I have self confidence and immunity against depression Sung by three celebrity singers, representing different generations, singing sensations and social backgrounds to reach everyone.

Cultural / Context information for the jury

All the locations that were shot in are well known historical icon places in Egypt. Even the opening shots contained landmarks in different governorate as we are targeting the nationwide. The use of Talaat Harb statue which is an Egyptian visionary economist & the founder of Banque Misr. Egyptian related sequences like the women driving the microbus, the kids in the private car which acts as a school bus for less fortunate citizens, the farmers climbing the palm trees, kid posing as Mohamed Salah, the kid riding the horse in the farms, the guy riding the bicycle while balancing the tray of bread on his head, the swing that is known in Egyptian festivals. The women icon in the ة in the word قوة is an Egyptian icon reflecting women empowering. Mentioning the Eagle in the lyrics reflects the meaning of sense of belonging as it represent our country icon.

Script. Provide the full to radio/audio script in English.

هنا صدقت حلمي وبدأت Here where I believed in my dream and started قالوا عني زمان موهوم بيضيع وقت In the past they were describing me as a delusional wasting his time لا يوم سلمت ولا استسلمت But I've never given up or surrendered ووقعت وقومت وامبارح غير دلوقت I fell down and stood back. Now is not the same as yesterday هنا قلبي من جوا Here is the depth of my heart ده اللي بيديني القوة This is what gives me the power في طريقي مشيت I've walked my own path وأديني سبقت And here I came before others من هنا قررت بعدما فكرت From here I decided, after thinking أمشي عالصعب وعرفت انا لما كبرت To step over difficulties. I learned when I grew old إن اللي تفكر فيه أزمة That what you think of as a crisis كان خوفك منه مالوش لازمة Wasn't worth your fear وأديك عالصعب قدرت And here you've overcame the difficulties واللي زمان ضحكوا عليك شوفهم Look at those, who laughed at you in the past دلوقتي بيداروا كسوفهم Now in shame ما هو راهنوا عليك They made their bet تخسر وكسبت On your loss. But you still won أنا ابن مصر I'm the son of Egypt أنا ضد الكسر I'm unbreakable أنا رافع راسي تملي لفوق طول العمر I'm raising my head up high my whole life أنا ابن مصر I'm the son of Egypt قلبي نسر A heart of an eagle ماقدرش أعيش أبداً يوم غير وانا حر I can't live for single day unless I'm free شوفت أزمات ومواقف مالهاش عد I've been through countless crises and situations بس الصدمات بتقوي ومش بتهد But hardships made me stronger not destroyed شوفت أزمات ومواقف مالهاش عد I've been through countless crises and situations بس الصدمات بتقوي ومش بتهد But hardships made me stronger not destroyed انا عندي ثقة بالنفس I have self-confidence ومناعة ضد اليأس I have immunity to despair أنا ابن مصر I'm the son of Egypt أنا ضد الكسر I'm unbreakable أنا رافع راسي تملي لفوق طول العمر I'm standing tall my whole life أنا ابن مصر I'm the son of Egypt قلبي نسر A heart of an eagle ماقدرش أعيش أبداً يوم غير وانا حر I can't live for single day unless I'm free