| Brand | BABYJOY |
| Product/Service | BABYJOY DIAPERS |
| Entrant | POINT OF VIEW Cairo, EGYPT |
| Category | Healthcare |
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Idea Creation
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POINT OF VIEW Cairo, EGYPT
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Production
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POINT OF VIEW Cairo, EGYPT
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Write a short summary of what happens in the film
The copy starts with a baby waking up later at night, crying because of a bad diaper leakage which will lead to a series of events interrupting people's in several situations. After showcasing the problem, the brand is offered as a solution for a calm night without leakage. Finally, the benefits are presented with a humor twist at the end.
Cultural / Context information for the jury
The ad communicates to the brand core audience which are the adults, therefore the idea was emerged from the global insight that when a baby wakes up, it is not only bad for the baby but it is even worse for the parents and the neighbors, it is a struggle that a lot of people relate to and it was presented in an insightful humorous film while offering the solution.
Credits
| Omar Adel |
Point of View |
Communication platform creation, concept development, script copywriting and visualization |
| Assem Ashraf |
Point of View |
Assisting in Communication platform creation, concept development, script copywriting and visualization |
| Moataz Soliman |
Point of View |
TVC Key Visuals |
| Tamer Badawi |
Point of View |
Strategic Planning |
| Omar Hilal |
Freelancer |
TVC Treatment and Film Directing |
| Mohamed Ibrahim |
Freelancer |
Designing the light mood and cinematography |
| Ahmed Hafez |
Aroma |
Film Editing |
| Zaki Gouda |
Gorilla Productions |
TVC production designing |
| Shrook Ashraf |
Gorilla Productions |
Helping in TVC production processing |
| Moustafa Halawany |
Halawany Music |
Overall sound design and composing |