2022 Winners & Shortlists

Write a short summary of what happens in the film

A cup of coffee should be simple to get. But our youth have been experiencing the exact opposite of that! The film showcases, and further exaggerates the tragic experience coffee customers face, and how what he wished to be a “grab and go” becomes more of a “grab and never leave you, stay with you the whole day” kind of experience. Throughout our film, we see how the barista literally haunts the customer with his endless stream of questions, not just in the coffeeshop in the morning, but throughout his WHOLE day. While he’s driving, parking, working, eating, playing and even brushing his teeth. “Coffee should get your head alert, not give you a headache” is what we believe as coffee-lovers and as a brand, which is why McCafé is providing you with the best quality coffee that is simple and fast. No long conversation, no headache. Want coffee? Simple!

Cultural / Context information for the jury

As opposed to McDonald’s solid presence and an unmatched spot in Egyptians’ hearts and minds, McCafé wasn’t winning despite making high-quality, simple, affordable coffee available and widely accessible for Egyptian coffee lovers. The coffee category in Egypt, namely the players who were winning, have made the process overly complicated. Long gone are the days where grabbing coffee was a grab-and-go experience. Instead, it’s become a trigger to a never-ending list of questions and a series of decisions the customer needs to make. And for our young coffee-lovers who were simply looking for a good cup of coffee, no conversation, no headache to get their heads alert, the truth is “they actually needed to be alert to grab their coffee”.