2022 Winners & Shortlists

Write a short summary of what happens in the film

The film is an entertaining music video mixing modern hip hop influences with comedic, locally relevant scenarios that spotlight all the exciting deals Jumia Black Friday has to offer — because whatever hassle happens during the day, it's not big deal... as Jumia Black Friday IS the big deal! It's a dynamic collaboration between a famous Egyptian comedian, Bayoumi, and 2 local influencers, Basyoni and Khaled Mokhtar, each highlighting categories and items that can be bought from the platform while linking them to everyday situational comedy. All in all, it's a bright, funny and entertaining video that was all about interacting with our audience in a way that relates to them and their everyday life.

Cultural / Context information for the jury

To be relevant for Egyptians, we identified a cultural insight that would bring the brand's proposition ("It's No big deal, Jumia is the big deal") to life in the country in a natural and light-hearted way. In Egypt, when we want to reassure someone that something is not a big deal, they would say مش حوار (Mesh 7ewar). For instance, if you've spilled coffee on your shirt during a meeting, as a response they would tell you "don't worry, it's not a big deal, there is always a solution". So, Jumia's Black Friday was all about playing with such human insight across multiple scenarios, while connecting it to the claim that whatever happened, Jumia had the consumers’ backs, always offering the biggest deals and solutions. The idea also introduced a relevant character for the market: A well-known 100% Egyptian, bright, funny, entertaining person obsessed with Jumia’s Black Friday deals.