2022 Winners & Shortlists

Write a short summary of what happens in the film

In every true football fan’s life, there’s a moment when they stop being a bystander cheerer and starts throwing coaching instructions at the TV. Our film starts with a hero who’s a football fanatic yelling instructions at the screen aimed at Mo Salah, Egyptian football star, for missing a score. With his enhanced home watching experience he starts having a one-on-one interaction with Salah, that's so natural & casual to the point of seeing Salah in Pajamas having tea and biscuits discussing playing technics. Our hero then extends tips to Liverpool’s midfielders Henderson and Oxlade-Chamberlain, featured through a video call on Salah’s phone. While discussing technics we see Salah scoring a legendary goal on the TV screen accompanied by our hero’s cheering that has just realized Salah was never on his couch, it’s only the effect of his winning the “Home Experience Bundle Gift” that has transformed his living room.

Cultural / Context information for the jury

Egypt is the world’s second most cash reliant country (with only 3% credit card penetration) and has the third highest percentage of unbanked citizens (67%). Banks in alignment with the government’s vision of a cashless future, struggle to promote their cards offerings. Including Alexbank who has been promoting their Liverpool Football Club (LFC) cards and encouraging their usage via a promotion where winners, most frequent card users, travel to Liverpool and watch a live LFC match. But when the pandemic hit forcing travel restrictions and putting Egypt on the red zoned counties list for a while, Alexbank seized the opportunity to care for its customers through altering their travel proposition instead of cancelling it by offering a full “Home Experience Gift Bundle” that enhances the game watching experience almost as if one’s watching in the stadium. All while staying true to the brand promise “A World of Real Possibilities”.