2022 Winners & Shortlists

Write a short summary of what happens in the film

The idea for the film was very simple: when we are kids, we may stick to bad career choices. The film itself showcased a group of young boys jamming together as a band. They’re very passionate about music and want to make a career out of it. Once they start playing, however, the sound emitted from the speakers is so excruciatingly painful to listen to you can instantly tell these boys do not have a talent for music. Neither a future in it. Bankers close by stating “relying on your kids’ career for the future? Better invest in Bankers retirement plan.” It’s a simple film that encourages people to take control of their future and do the smart thing: invest in their own retirement.

Cultural / Context information for the jury

Bankers is an insurance provider that has been operating in the region for a while. They knew how challenging it was to talk about retirement and they wanted to develop a campaign to promote their retirement plans. The problem is that people generally don’t think about retirement until they get close to the age of retiring. By that time, it’s too late to invest in a plan that will make the retirement period a smooth ride. On top of that, in the Arab world, many (if not all) parents rely on their kids to support them when they are older. But what if your kids’ career has no promise whatsoever? What do you do then?

Tell the jury about the casting process.

The casting process to find the right characters for our rock band was exhaustive. It's actually harder to try to get poor musicians that good ones while you're looking for cast for a music group. At the same time, the characters' age, personality, attitude and physical features needed to convey what the message wanted to communicate: a naive and funny team of teen agers, with an impossible dream. Getting the right cast was crucial for the success of the idea, and finally the selected characters were just perfect for the film as creative execution.