2022 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

The audio is an entertaining track mixing modern hip hop influences with comedic, locally relevant scenarios that spotlight all the exciting deals Jumia Black Friday has to offer — because whatever hassle happens during the day, it's not big deal... because Jumia Black Friday IS the big deal! It's a dynamic collaboration between a famous Egyptian comedian, Bayoumi, and 2 local influencers, Basyoni and Khaled Mokhtar, each highlighting categories and items that can be bought from the platform while linking them to everyday situational comedy. All in all, it's a bright, funny and entertaining track that was all about interacting with our audience in a way that relates to them and their everyday life.

Cultural / Context information for the jury

In Egypt, when we want to reassure someone that something is not a big deal, they would say مش حوار (Mesh 7ewar). The closest English translation for that would be: "It's not a big deal." Or: "It's not the end of the world." It's a calming, easygoing expression that serves as reassurance that when something unfortunate happens, it's possible to overcome it. To be relevant to Egyptians, we then identified that cultural insight that would bring the brand's proposition ("It's No big deal, Jumia is the big deal") to life in the country in a natural and light-hearted way. The idea also introduced a relevant character for the market: A well-known 100% Egyptian, bright, funny, entertaining personality obsessed with Jumia’s Black Friday deals.

Script. Provide the full to radio/audio script in English.

مش حوار مش حوار مش حوار مش حوار مش حوار مش حوار مش حوار مش حوار جعت انا فتحت انا التلاجه مالقتش حاجة خالص مليت انا الكارت انا شفت بقى كنت هنسي البطاطس عرض كل يوم انا نفسي ف تيليفون اجيب جوانتي الجون واحطه في الدولاب اوفرات موت حلوه زي البونوبن طب مااجبلي ميكروفون اللي بيعمل صوت سنجاب مش حوار مش حوار سهله خالص مش حوار مش حوار بسيطه خالص مش حوار مش حوار سهله خالص مش حوار مش حوار بطلبه كل شويا فنطظه ييجي في نفس اليوم كدا طازة يي يجيلي زي ما يجيلي بما إنى نجم الجيل بدفعه من غير محفظة نفسي في كورة ديسكو نفسي في لبس باندا نفسي في توكسيدو نفسي في جزمه بمبه نفسي في سماعه نعمل حفلة جمده هو ده الحوار شوف العروض و شوف جمالها مش حوار مش حوار سهله خالص مش حوار مش حوار بسيطه خالص مش حوار مش حوار سهله خالص مش حوار مش حوار قفشتني قبل ما انزل قالتلي مش هتنزل بما اني راجل المنزل قمت جبتلها خلاط سيبك من الكلام ده ركز اقولك الفيد هو ده الحوار و ده كلامي و مش هعيد سهله بدون تفكير سلكا بدون تحوير سوبرهيرو في نفسي مع اني مش بطير مش حوار مش حوار سهله خالص مش حوار مش حوار بسيطه خالص مش حوار مش حوار سهله خالص مش حوار مش حوار

Please tell us about the social behaviour and / or cultural insights that inspired your work

In a country of 100 million+ people, social pressures and life burdens are bound to follow you everywhere. Whether you're stuck in traffic, spilled coffee on your shirt or forgot an appointment, Egyptians have — out of necessity — developed a unique ability to find "workaround" solutions to make things simpler, and they'll surely teach you how to "let go." They will often encourage you to: "Live life, worry less because whatever happens, it's not a big deal. Everything has a solution". Jumia's Black Friday was all about playing with such human insight across multiple scenarios, while connecting it to the claim "مش حوار (Mesh 7ewar) / no big deal" that whatever happened, Jumia had the consumers’ backs, always offering the biggest deals and solutions. The idea also introduced a relevant character for the market: A well-known 100% Egyptian, bright, funny, entertaining person obsessed with Jumia’s Black Friday deals.