2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Our film was built on the product RTB “real fruit pieces” through a product-centric copy located in an airplane cockpit where we hear a conversation between the pilot and co-pilot who have accidentally left the mic open for the whole flight to listen to their humorous tongue twister that highlights how YOGO turned the world up-side down with a product that one can eat and drink, simultaneously. Addressing the million-dollar question of are we thirsty, hungry or both? And standing out with a unique proposition in a cluttered category. Hence introducing our brand role and communication platform of, “YOGO enables you to turn the world upside down”, and the slogan “شقلب الدنيا” (shake things up) with a memorable shaking gimmick observed throughout the copy that mixes the fruit pieces with the yogurt drink to give the consumer both the edible & drinkable experience.

Cultural / Context information for the jury

Ramadan is the superbowl of advertising in Egypt, brands compete to get consumer's attention, and consumers are at the edge of their seats to critique and judge advertising efforts. Most brands use jingles, bombard them with celebrities, or use both. We decided to take a leap of faith based solely on the uniquest Egyptian trait; humour. Egyptians love humour especially when they are puns, tongue twisters, or a play on words. They impulsively and continuously share memes online to the public, on whatsapp groups, and even offline during their daily cafe visits. Therefore, the best way to create the needed buzz was to create a simple and humorous copy that has a bizarre and incomprehensible dialogue that can provide content for their memes.