2022 Winners & Shortlists

Write a short summary of what happens in the film

Our ad featured a story about Marwan Mohsen our celebrity, sitting in his living room and receiving a tele-sales cold call from a real estate agent offering them the chance to invest in the new capital with NJD, he's uninterested at start, the agent helplessly tries to convince him, and then she begs him not to miss the *chance*. Upon pronouncing the word "chance", Marwan is triggered and gets flashbacks of all the fans yelling at him in disappointment for missing all the previous chances. In a moment of PTSD, Marwan is convinced not to miss any other chance and accepts the offer to invest with NJD, a chance nobody wants to miss.

Cultural / Context information for the jury

Egyptian culture and norms dictate that men are solely responsible for buying a house for marriage, even older married men are expected to help their sons when it's time for them to get married; Therefore men make up almost all of the real estate customer purchasing power and are the majority interested in real estate investment. (Men own 95% of property in Egypt) Football is dominantly and undoubtedly the most followed sport in the country by males.

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

Marwan Mohsen the Egyptian football team striker hasn't scored in over a year, missing a lot of chances along the way. Every time he misses, social media goes crazy and Marwan is the talk of town.