2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Steering away from beginning to end scrip, we created a visual-driven drama; starring Egypt’s sweethearts. The film shows tension building up throughout the copy, and because Egyptians by nature are quite curious, we do not reveal why the tension is building up to keep the viewers intrigued and tuned in. “Are they really fighting?” and “Is this real? Are the type of questions we wanted the audience to think but we don’t tell just yet. Instead, the tension continues to increase and as it reaches its peak; Mona breaks the silence & asks for some space! She walks out of the car and we conclude with a humorous twist exaggerating how long she walks to get to the back seat of the Chevrolet Captiva; leaving the audience with this takeout: you don’t have to go far for the space you need, because that’s exactly what this vehicle is made for.

Cultural / Context information for the jury

This campaign stars two Egyptian mega stars Ahmed Helmy and Mona Zaki; who - as opposed to the common celebrity couples’ gossip/breakups/public fights, have been known as Egypt’s sweethearts for decades, and for their love and affection for each other that they’re constantly envied by many for their stable marital life. For the first time EVER: they’re seeing them in a whole new context. For the first time EVER we’re seeing them a real life couple fight.