2019 Winners & Shortlists

Write a short summary of what happens in the radio advert.

The idea was to bring back the confidence to those truckers, as we shed the lights on them as humans, as we create the experience journey that captures those consumers (or humans) around it. Almost all trucks in Egypt, are decorated with sentimental quotes, beautifully put together, highlighting personalized motivations. The point of view presented captured a novel and genuine side of a forgotten segment. First-class Humans: The script was made up entirely of real bumper stickers, weaved together into a poem in what became an ode to truck drivers; celebrating them as humans, with their own individual interests and beliefs; Real drivers, real trucks and real families were featured, making the real first-class human inside real. Rimula managed to give truckers back their glory by positioning them as first-class humans. Rimula weaved together, truckers’ mantras into a poem in what soon became an ode to truck drivers.

Cultural/Context information for the jury.

They’re unsafe... untrustworthy... and unreliable! It’s unfair to shackle Egyptian truck drivers with superficial societal prejudgment, constantly positioning them as second-class citizens. Rimula, a by-now almost- forgotten oil engine, thanks to the cheaper alternatives, decided to play the trucker’s advocate. In Egypt, truck drivers are classified as second-class citizens. Ironically however, they’re first tier car license holders. A trickier target than most; truck drivers feel undesired and undervalued. They earned a false negative reputation for being reckless, irresponsible and untrustworthy. They are perceived as second-class citizens, due to their social class, educational background and their driving reputation on the road. However, these “second-class citizens”, do not only drive under heavy working conditions, but also suffer in getting their driving licenses in the first place. Since driving a truck is a tough chore, these drivers need to obtain first-class driving licenses, whereas any other passenger car drivers carry second-class driving licenses.

Provide the full radio advert script in English.

King of the fields these roads are mine if you got class, i’ll let you pass cuz ain’t nobody got time for sass Just remember it’s all show And it takes a lot of push to get this thing to go The apple of my eye My steady marching truck With our fathers’ blessing the lord’s eternal light We don’t go too fast… And we leave nothing to luck What’s written on the outside speaks volumes for what’s inside and what’s inside is more than just a driver… it’s a father, a brother, a friend and a man to look up too. Shell Rimula… What matter is what’s inside.