2022 Winners & Shortlists

Write a short summary of what happens in the film

The film follows our hero (Abdel Bassit Hamouda who is a very famous folk local singer) in different situations where he is constantly scammed with various purchases. That is happening while he sings a song about how everything now has a catch / scam. So our hero takes us through various scenes where he was too naive to fall for a scammed product. The first being his girlfriend ditching him for another man. Then in the middle we see different purchasing situations where he bumps into what he thought great offers but gets scammed at the end. Then we end the film with the girlfriend getting back to our hero only to find out that he is not what he seems to be, he is a doppelgänger, even he turned out to be a fake scam.

Cultural / Context information for the jury

In this campaign we produced a local song with one of the best local Egyptian folk singers in Egypt. In the song we have used local and traditional proverbs to increase the levels of relatability with our audience. some of these expressions are: - A watermelon, who knows if its sweet or bland - when you purchase something and not sure of the quality. - From the outside you see something but from the inside its totally different same as don't judge a book by its cover.

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

The original music track had at its core "Abdel Basset" - he is a sensational traditional folk singer in Egypt. his melancholic music and lyrics always lean towards regret and crying over spilled milk. if we were to depict regrets of being scammed in goods or purchases or even people, we can't find a better musician than him! banking on his genre we went into the studio with him and his band for a good month, before the actual film production. the finished music track was our foundation to brief the director and the whole treatment stemmed out of the lyrics and the situations in the song.