2022 Winners & Shortlists

Write a short summary of what happens in the film

There’s something about men and cars. Especially fast cars. In this film for the launch of the new Peugeot 508 GT, a young man expresses his love for his new car, Aziza (Precious in Arabic), by putting a modern spin on classical Arabic poetry on one of his social posts. As he reflects on the things he loves about his 508 GT, we see it in action - fast, powerful, sporty, alluring.

Cultural / Context information for the jury

It’s pretty common for guys to name their cars. In the Middle East the names tend to be more romantic. ‘Aziza’ is a female name which means ‘precious or dear’.

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

For car enthusiasts in this region, the relationship between man and car runs deep. Beyond the care and weekly pampering with expensive wax treatments and polishing, the upgrading and accessorizing, and of course, the naming, some even write loving poems for them - the highest form of appreciation for a car. There is a particular style in which these poems are written and delivered, and YouTube is full of video odes to beloved cars. To connect with our audience for the launch of the sporty Peugeot 508 GT we took this insight and put a modern spin on traditional Nabati style poems which are typically written in formal Arabic. Mixing between traditional words and the Arabic version of social lingo, our young, socially connected protagonist crafts his ode as a caption to go along with a picture he’s taken of his new Peugeot 508 GT.