2022 Winners & Shortlists

IT HITS HARD

BrandMONEYFELLOWS
Product/ServiceMONEYFELLOWS MOBILE APPLICATION
EntrantEVERYONE Cairo, EGYPT
CategoryDirection
Idea Creation EVERYONE Cairo, EGYPT
Production EVERYONE Cairo, EGYPT

Write a short summary of what happens in the film

Our film deals with the consequences that will happen if you weren't ready financially for your obligation. The film starts with our hero in a very regular situation being in his home office working when his wife crashes into the office surprising him that she is in labor; earlier than her due date and has to go to the hospital immediately. the tension arise and our hero starts to panic as he is not ready financially. Suddenly a deck of money appears and starts hitting him as fi its punishing him cause he didn't plan for such an obligation. and once he opens the application the money disappear and his problem is solved as he will get financed by Moneyfellows.

Cultural / Context information for the jury

Within the mass population, Egyptians are not very well future planners, they are more concerned about fulfilling their daily sustains, so unexpected obligations always finds its way to hit in the most inconvenient timings. Here comes MoneyFellows with an innovative product; the "Money Circles" its a new way of financing individuals through saving a monthly amount of money and allows them to collect the total amount after specific period of time and it all happens through a mobile application and with a finger tip. So to create culture relevance we have used a very common Egyptian phrase, "Money hits hard". It's a very common phrase with in the Egyptian culture that is mainly used when anyone faces a financial unplanned obligation to encourage them to save money and be ready for unexpected obligations. getting a baby nowadays isn't easy thing, hospitals and medical care needs a lot of expenses.

Tell the jury anything relevant about the direction. Do not name the director.

In order to achieve the creative in the most simple yet impactful way, we chose to use humor as our tool to deliver the message. So the cast was chosen with a strong funny features to get the right and memorable expression. The locations to be very relevant and realistic yet visually interesting with a lot of details and layers to get an interesting shots. Yet the best part was about how we introduced the mad money deck to our story, it was through using the visual effects. we had an early tests to demonstrate the action. we used a real deck of money and we stick it to a green stick to make the movement looks natural and real as much as possible and the stick was controlled by the CGI team to get the best natural drama.

Credits

Name Company Role
Amr El Haddad Everyone Executive Creative Director
Essa Mostafa Everyone Associate Creative Director
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