2022 Winners & Shortlists

NBE CASHAWAY SERVICE

BrandNATIONAL BANK OF EGYPT
Product/ServiceCASHAWAY SERVICE
EntrantTAREK NOUR ADVERTISING Cairo, EGYPT
CategoryScript
Idea Creation TAREK NOUR ADVERTISING Cairo, EGYPT
Media Placement TAREK NOUR ADVERTISING Cairo, EGYPT
Production KAY-OH PRODUCTIONS Giza, EGYPT

Write a short summary of what happens in the film

The film tells a tale of an elderly couple whose car broke down out of town in a rural area with no ATMs in sight. The couple are in need of a tow truck, but neither of them have any cash on them to pay for the service. They keep asking one another to do something about it and try to search for cash, to which they respond with idioms indicating they are helpless. Each idiom is then acted out literally in a sarcastic way, until they discover they can withdraw cash from a POS in a gas station on the road.

Cultural / Context information for the jury

Egyptians are sarcastic by nature, and they know how to crack a joke even at the darkest of moments. Each of the expressions acted out in the film is a colloquial Egyptian idiom that is commonly used in situations when people are helpless and don’t have any money on them. The closest English translation to any of them would be along the lines of “You think I grow money on trees, don’t you?!”

Provide the full film script in English.

Thank you Thank you The car broke down… We need to call roadside assistance… and I forgot to withdraw money Neither do I Did you check your pockets? Nothing How about your back pocket? No money either… See! Are you sure you have no cash on you Do you think I’m hiding a bag of cash? You do something Am I an ATM to you? Fix it yourself Do I pull money out of my clothes? Or do I stomp the ground for money? Do I look like I’m planting money? Or should I cry money instead? Do you think I sweat cash? Or do I print money? Oh my god! What’s that? Money won’t come from nothing But with Cash Away Service You can withdraw from anywhere For the first time in Egypt You can withdraw money and pension From any gas station with NBE sign NBE The People’s Bank

Credits

Name Company Role
Basel Eldeeb DDB Egypt CEO & Partner
Hazem Elsaadani Tarek Nour Advertising Managing Director
Hossam Akil Tarek Nour Advertising Associate Creative Director
Mazen Nawar Tarek Nour Advertising Copywriter
Mohamed Lewa Tarek Nour Advertising Copywriter
Eslam Hany Tarek Nour Advertising Senior Graphic Designer
Clara Alfred Tarek Nour Advertising Account Executive
Donia Kassem Tarek Nour Advertising Account Director
Ashraqat Khaled Tarek Nour Advertising Senior Account Executive
Mamdouh El Moraly Tarek Nour Advertising Account Executive
Amr Hadad Kay-Oh Productions Director
Mostafa Bastami Kay-Oh Productions First assistant director
Juli Crane Kay-Oh Productions Director Of Photography
Yasmin El Tazi Kay-Oh Productions Stylist
Shady Abdelaziz Kay-Oh Productions Executive Producer
Lojaine Mohamed Kay-Oh Productions Line Producer
Amr Junior Kay-Oh Productions Post Producer
Karim Mira Lzrd Colorist
Ahmed El Gendy Lzrd Colorist
Mohamed El Kady Gemini Studio Visual Effects
Ahmed Ali El Habashy Gemini Studio Visual Effects
Ahmed El Sherbiny Lzrd Editor
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