2022 Winners & Shortlists

Write a short summary of what happens in the film

When you’re stuck at home, every moment starts looking the same. With the S21; every moment becomes epic. We launched a series of films with superstar couple Ahmed Helmy and Mona Zaki using a "Single Script", shot in 4 Distinct Genres, which gave very different context of the script each time. Showcasing the S21’s camera capabilities and capitalizing on a relatable situation among couples. On the brand’s social platforms, audiences could watch all genres from the main trailer's end frame, which raised the entertainment level even higher and kept the audience engaged in a unique instant experience.

Cultural / Context information for the jury

For our campaign, we brought on board the region’s most loved movie star couple: Ahmed Helmy & Mona Zaki. Our stars are widely beloved and talked about throughout the region. The number one question they’re always asked is: Will you ever do a movie together? Our campaign was our answer to this: They don’t need to be in a movie together, since there’s a new movie at home everyday. We the coupled our concept with a very relevant insight, every couple can relate to. Among Arab couples, there is a disagreement when it comes to the husband going out alone to hang out with his friends, and he's often met with rejection or a passive aggressive response from the wife. We translated that into a single script shot 4 different times in 4 different genres: Thriller, Comedy, Film Noir & ArtHaus!