Brand | MAF PROPERTIES - CITY CENTRE |
Product/Service | CITY CENTRE ALMAZA |
Entrant | FP7 McCANN Cairo, EGYPT |
Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Idea Creation
|
FP7 McCANN Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
There’s a certain freedom in anonymity; the freedom for example to skip work and go swimsuit shopping which is really for the greater good. Swimsuits mean beach holidays, and holidays mean happy employees. And if what it takes to convince your boss of that is to tell him your dad’s in the ICU, then so be it. He’s stuck in a full-day meeting anyway; what he doesn’t know won’t hurt him. But what about your boss’ boss? What if he’s swimsuit shopping too?
Our film tells the sad tale of this busted lie. What starts as a rather dramatic, but ultimately white lie, ends with a showdown in the fitting room between an MD and a junior. Two men, yelling at each other, dressed in blazers up top, and watermelon-print swimming trunks down below.
Don’t go to City Centre Almaza if you don’t want to be seen. Everyone’s there.
Cultural / Context information for the jury
Cairo’s a huge, sprawling city, but inside that chaos, we’re a very tight-knit society, and our favorite hang-outs are neighborhood spots where the patrons are all regulars and more like family.
Malls however are the exception to this rule, and going to the mall is now an activity that can - and often does - take up the whole day. Each new mall that pops up is further away and larger than the one before. Forget bumping into anyone else there, you’ll lose yourself if you’re not careful.
City Centre Almaza however bucked this trend. Instead of setting up shop in a satellite city, it’s smack dab in the middle of one of Cairo’s busiest, most densely populated districts. It’s big enough to house everything you’d need in a mall, but still compact and cozy - the opposite of the overwhelming mall experience that we’ve come to consider as normal.
Credits
Amr El Kalaawy |
FP7McCann Cairo |
Managing Director |
Sondos Effat |
FP7McCann Cairo |
General Manager |
Naila Fattouh |
FP7McCann Cairo |
General Manager |
Mostafa Sherif |
FP7McCann Cairo |
Creative Director |
Abdallah Hussein |
FP7McCann Cairo |
Senior Art Director |
Nour Abdelhamid |
FP7McCann Cairo |
Senior Copywriter |
Farah Mansour |
FP7McCann Cairo |
Group Account Director |
Mo'men Aboutaleb |
FP7McCann Cairo |
Account Manager |
Omar Magdy Sherif |
FP7McCann Cairo |
Account Executive |
Sabrina El Ghoneimi |
FP7McCann Cairo |
Senior Strategist |
Mustafa Darwish |
FP7McCann Cairo |
Strategist |
Ashraf Hosafy |
FP7McCann Cairo |
Senior Agency Producer |
Ahmad Kamel |
FP7McCann Cairo |
Assistant Agency Producer |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Head of Production |
Karim Osman |
Good People |
Producer |
Jihad Abo Shady |
Good People |
Line Producer |
Mohamed Fathy |
Good People |
Director |
Pierre Mouarkech |
N/A |
Director Of Photography (DOP) |
Eslam Hassan Shawky |
N/A |
Art Director |
Amr Rabie |
Lzrd |
Editor |
Ahmed El Sherbiny |
Lzrd |
Editor |
Nada Gaber |
Lzrd |
Post Producer |
Hosny Ali |
The Garage Sound Studio |
Sound Design & Engineering |