2022 Winners & Shortlists

Write a short summary of what happens in the film

In the copy we see a dramatic story inspired from a well-known drama series in Egypt, the series name literally translates to “honey & tears.” In this series the drama is built around the absence of the apartment, which in many cases is a social problem in Egypt; parents of a girl usually won’t approve of a man who doesn’t own an apartment, resulting in the end of many relationships, sadly. After we see the drama related to apartment and break ups, we end with our line (If you’ve got no apartment, you’ve got drama), announcing in the end a limited time offer by Coffee mix; every time you buy our sachets you have a chance to win an apartment, so instead of a tragic ending, the hero of the copy wins an apartment from Coffee Mix which shifts the story from a very unfortunate situation to a happy ending.

Cultural / Context information for the jury

Egypt is a masculine culture where the weight of what is expected from men is intensified; males in Egypt are expected to fully cover the household expenses. When it comes to marriage requirements, it is in most cases a mandate that the man owns an apartment before asking the hand of the person they are about to marry; a pain point that grounds many unresolved issues between couples and their families. In a country that is extremely price sensitive, with the majority of the labor force comprised of blue collar workers who depend on daily wages and struggle to make ends meet; marriage and affordability have become one of top issues faced by many Egyptians.

Tell the jury about the choice of music track.

Since owning an apartment is considered an essential requirement for parents’ approval of a man to marry a girl amongst the Egyptian middle class, and Egyptian local TV drama series highlighting similar social problems in most of their stories, we chose to create a sound track inspired from a well known drama series' sound track that people in Egypt very much relate to. Our inspiration was the music of a drama series with a name that literally translates to “honey & tears” to tie our concept with a nostalgic twist. Listening to those nostalgic tunes we created instantly stroke a chord of the pain points related to buying apartments and marriage in Egypt right before we communicated the solution in the form of a promotion where participants can win one apartment resolving that drama.