2019 Winners & Shortlists

CAKE CHEF

Bronze Lynx
BrandDREEM
Product/ServiceCAKE MIX-ENHANCER
EntrantLEO BURNETT CAIRO, EGYPT
CategoryFood
Idea Creation LEO BURNETT CAIRO, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT
Additional Company LIZARD FILM Cairo, EGYPT

Write a short summary of what happens in the film.

The film is a story of a typical Egyptian married couple trying to have a private conversation over tea and cake. During this, and due to the cake’s intense and inviting aroma, multiple guests start arriving, uninvited, and continue to interrupt their conversation, sometimes interfering in it. The scent is so enticing that it attracts direct family members inside the home to more unexpected guests like neighbors, to a private tutor and his students from the neighborhood, to the kid’s tennis coach in the club down the road, to complete and utter strangers. All this leads to a humorous crescendo of a kitchen packed full of guests getting comfortable and cozy and asking for more cake. Finally, the film ends with the message "the more the cake ‘expands’, the more the gathering ‘expands’".

Cultural/Context information for the jury.

In Egypt, women take great pride in how their cooking is admired by family and how this reputation can spread to neighbors and friends. Homemade cakes are a highly appreciated dessert. A major criterion of its success is the “elevation” and “fluffiness” of the cake. This is what makes or breaks it and what “Cake Chef” is specialized in. The term “tenfesh” in Arabic is a baking idiom that means “expansion” which is often used to describe with a degree of humor anything that expands to exaggerated levels, which in our case is the gathering. In Egypt, personal space is seldom respected, especially amongst urban Egyptians. This all makes for very intimate relations between neighbors, relatives, and friends who can visit anytime uninvited. We exaggerated this insight by including unexpected guests and strangers making themselves at home, eating cake and inviting their own friends without feeling the least bit embarrassed.

Credits

Name Company Role
Amr Darwish Publicis Communications Chief Operating Officer
Mohamed Yousri Leo Burnett Cairo Head of Planning
Mohamed Fouad Leo Burnett Cairo Executive Creative Director
Osama Arnaouty Leo Burnett Cairo Creative Director
Mohamed Zoheir Leo Burnett Cairo Art Director
Dina El Dessouky Leo Burnett Cairo Group Account Director
Omneya El Agamy Leo Burnett Cairo Account Supervisor
Sara Hosni Leo Burnett Cairo Agency Producer
Mariam Gabr Leo Burnett Cairo Junior Agency Producer
Mohamed Fathy Good People Director
Wael Mandour Good People Assistant Director
Tahoun Good People Director Of Photography
Nada Adel Good People Stylist