2022 Winners & Shortlists

Write a short summary of what happens in the film

A house party just ended and a couple are cleaning up, where the husband notices an empty plate with leftovers crumbs, prompting him to ask his wife, "What was in there?" suddenly the mood shifts into a theatrical hypnotizing environment, where the wife begins to describe the Banoffee Bomb pie layer by layer in mouth-watering food terms, taking him on a hypnotizing fantasy journey which made him extremely emotional and attached to the dessert, but when she asks if he has tried it or not, suddenly the dream is over and he breaks down crying out "No, I haven't."

Cultural / Context information for the jury

Ramadan is the time of the year that everyone in Egypt waits for, it’s considered a yearly tradition for Egyptian people to gather up for Iftar on one table filled with plenty of food and afterwards they gather to eat dessert and watch TV shows, which are a staple on the holy month. It is also an essential ritual for guests to bring desserts when invited to Iftar; this often results in an unofficial and friendly contest between guests for who can bring the best dessert.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

La Poire is the patisserie market leader of Egypt inspired by the finest traditions of French patisserie combined with the very best of Egyptian and Oriental baking. Our brand has been supplying people with the most exquisite and refined pastries since 1975. Over 37 years on, our success has been outstanding. La Poire is a household name throughout Egypt, and every year over 4 million customers enjoy the La Poire experience in our 60+ outlets.