Brand | LA POIRE |
Product/Service | PASTRIES |
Entrant | TAREK NOUR ADVERTISING Cairo, EGYPT |
Category | Direction |
Idea Creation
|
TAREK NOUR ADVERTISING Cairo, EGYPT
|
Media Placement
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TAREK NOUR ADVERTISING Cairo, EGYPT
|
PR
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TAREK NOUR ADVERTISING Cairo, EGYPT
|
Production
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TAREK NOUR ADVERTISING Cairo, EGYPT
|
Post Production
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TAREK NOUR ADVERTISING Cairo, EGYPT
|
Write a short summary of what happens in the film
In this copy, two elderly men are talking in the living room after a dinner gathering when a woman enters and hands one of them a slice of Multy Kunafa dessert, which he offers to his mate, who is already full, but the plate catches his eye and prompts him to inquire, "What is this?". The action begins here, the mood shifts into a theatrical hypnotizing environment and the man starts to describe the Multy Kunafa layer by layer to his pal, taking him on a hypnotizing fantasy journey before he asks him again if he really does not want to have a dessert, at which point the other man rushes to take an antacid so he can fit a slice of Multy Kunafa into his stomach.
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.
Tell the jury anything relevant about the direction. Do not name the director.
Directing was a bit of a challenge, to show indulging the dessert visually and physically we didn’t want just to show beauty food shots we had to integrate the characters in it to give it that humorous feel. The most challenging part was to combine the beautiful food shots with the expressive acting of the cast in one scene to give that mouth-watery fantasia dream that will make you drool all over La Poire’s desserts.
Credits
Basel Eldeeb |
DDB Egypt |
CEO & Partner |
Ahmed Hamdalla |
DDB Egypt |
Creative Director & Director |
Sherif Doss |
DDB Egypt |
Associate Creative Director and Director |
Khaled Karawya |
Tarek Nour Advertising |
Head of Digital |
Khaled El Barbary |
Tarek Nour Advertising |
Copywriter |
Ahmed Bakir |
Tarek Nour Advertising |
Copywriter |
Khaled El Kady |
Tarek Nour Advertising |
Art Director |
Dalia Khairy |
DDB Egypt |
Business Director |
Nouran Taher |
DDB Egypt |
Senior Account Manager |
Karim Abou Eldahab |
DDB Egypt |
Account Manager |
Heba Ibrahim |
DDB Egypt |
Account Manager |
Malak Sadek |
DDB Egypt |
Senior Account Executive |
Ziad Salem |
DDB Egypt |
Account Executive |