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... because 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

In Egypt, when we want to reassure someone that something is not a big deal, they would say مش حوار (Mesh 7ewar). The closest English translation for that would be: "It's not a big deal." Or: "It's not the end of the world." It's a calming, easygoing expression that serves as reassurance that when something unfortunate happens, it's possible to overcome it. To be relevant to Egyptians, we then identified that 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. The idea also introduced a relevant character for the market: A well-known 100% Egyptian, bright, funny, entertaining personality obsessed with Jumia’s Black Friday deals.

Tell the jury about the creation of the original music track.

Few minutes after being briefed on the campaign, our senior copywriter had come up with the line "mesh hewar" and written the full song. Clients instantly loved it! It was a first for Jumia to introduce the campaign in the region through a fully culturally relevant song, that tapped directly into the human insight they were looking for. Few days later, the composer, Ahmed Yehia picked up the work and composed a dynamic, fun and pop beat that would appeal to our target audience. The song start evolving naturally through an incredible collaboration with all the Creative talents involved. During this process, Yehia had also injected various instruments as well as cool sound-effects ensuring the soundtrack remains memorable and later becomes an iconic beat for the brand.