Brand | EL GARHY - STEEL |
Product/Service | STEEL |
Entrant | TNA Cairo, EGYPT |
Category | B2B Products & Services |
Idea Creation
|
TNA Cairo, EGYPT
|
Media Placement
|
TNM Cairo, EGYPT
|
Production
|
TNP Giza, EGYPT
|
Write a short summary of what happens in the film.
The commercial opens with a group of construction workers on site, doing anything but work. Its composed of various sequences showing construction workers playing around in a variety of manners; hula-hooping, fencing, using a makeshift jacuzzi. These men are not fit to work, let alone handle anything remotely as serious as working in a construction site.
The humorous approach portrays the seriousness of the matter, concluding with the message that Garhy Steel is not a matter of fun but a matter of serious business.
Cultural/Context information for the jury.
Construction workers in Egypt show up to work and waste time. So our concept is built around a common Egyptian expression "(are you) just showing up to play?" playing on the idea that if you don't build with Garhy, it's just as risky as leaving your homes at the hands of workers who just want to have fun.
Garhy's been dormant terms of visibility and top of mind awareness; it needed something to stand out from the clutter and make noise. After observation it was made obvious that the steel industry is dull in terms of communication. Steel manufacturers adopt similar themes; usually quite corporate and serious tones without room for creativity and fun leaving the consumer with a sea of similarity little differentiation. Adopting a playful approach in a seemingly monotonous and boring industry helped stand out and represent something fresh and fun in the mind of the consumer.
Credits
Basel El-Deeb |
TNA |
Managing Partner |
Mostafa Sherif |
TNA |
Creative Director |
Ragy Baqy |
TNA |
Senior Creative Copywriter |
Hosam Akil |
TNA |
Senior Creative Copywriter |
Omar Dawoud |
TNA |
Senior Creative Copywriter |
Hazem El Saadani |
TNA |
Managing Director |
Salma Khairat |
TNA |
Account Manager |
Sary Hany |
Key 66 Productions |
Music Composer |
Karim Mira |
LZRD |
Grading |
Ahmed ElSherbini |
LZRD |
Editor |
Amr Rabee |
LZRD |
Editor |
Mahhmoud Badr |
TNA |
Client Servicing Director |
Mahmoud Khattab |
TNP |
Head of Production |
Mohamed El-Lewa |
DDB |
Junior Creative Copywriter |
Ahmed El-Sebaie |
DDB |
Junior Creative Copywriter |
Mazen Nawar |
DDB |
Junior Creative Copywriter |
Sevag Der Sarkissian |
TNA |
Associate Creative Director |
Links
Social Media URL