2022 Winners & Shortlists

Write a short summary of what happens in the film

In a world where technology is evolving rapidly, old or broken electronics in so many households are abandoned, forgotten, or wasted wrongfully. The film documents the stories of abandoned electronic devices and their dream to be reborn in a world where they are still valued and useful, even after they became obsolete. Through a light comedy jingle and animated real life visuals, we see many abandoned devices stand together, chanting and asking their owners to look back at the days when they were still a trend. They urge everyone to recycle to end environmental waste and give them a second chance!

Cultural / Context information for the jury

"E-tadweer" is the Arabic translation for "E-Recycle" or "electronic recycling".

Please tell us how the brand purpose inspired the work

The ministry of Environment holds a great responsibility to combat so many environmental issues in Egypt. When we were approached with their brief about their initiative to reduce the harms of e-waste, we immediately decided we need to simplify the message to the Egyptian masses since it's not commonly known that abandoned devices in households can cause harm to those around them on the long run. That is why we thought delivering the message through the devices themselves would be fun to watch and easy to be understand by all ages.