Brand | NATIONAL BANK OF KUWAIT |
Product/Service | BANKING |
Entrant | STORYTELLERS Cairo, EGYPT |
Category | Consumer Services / Business to Business |
Idea Creation
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STORYTELLERS Cairo, EGYPT
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Production
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RHYME PRODUCTIONS Cairo, EGYPT
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Write a short summary of what happens in the film
Egyptians distrust anything that does not exist in physical form, which has hindered the growth of the fin-tech industry in Egypt. Having that said, this film translated their distrust, or kinks, visually. We took the saying, “seeing is believing” to a whole new level. The film is set in locker room of a gym with 4 guys getting ready. One guy asks if anyone can lend him some money in order to buy a new toaster, and another one suggests he uses his CREDIT CARD. Once the word CREDIT is mentioned, our hero starts to twitch introducing the visual translation of the KINK in banking. Every time the word is used, he has some sort of involuntary reflex. They all start picking on him and making jokes, entertained by the fact that he can’t stop twitching.
Cultural / Context information for the jury
Out of 100 million, only 10% of the Egyptian population is banked. For many Egyptians, the idea of not paying for goods and services in cash is unthinkable. They have a growing fear of banks, and constantly feel like they’re being conned. “They feel banks are evil” and deliberately avoid using them. They typically store their cash in sock drawers or under their beds. They trust what they see and can hold more than anything. This distrust dates back to the 1990’s when high-profile investment firms went bankrupt, and this perception never changed.
Egyptians love to make pun jokes and enjoy the play on words. It is the most popular form of making fun of a situation or of someone. This was used to pick on the hero of the copy, the one that has the TWITCH.
It is frowned upon to talk about or mention a man’s wife.
Credits
Hashem El Sokkary |
Storytellers |
Creative Director |
Akram Negm |
Storytellers |
Creative Director |
Ahmed El Nakeeb |
Storytellers |
Managing Director |
Ramy El Sokkary |
Ryhme Productions |
Executive Producer |
Hashem El Sokkary |
Storytellers |
Director |
Akram Negm |
Storytellers |
Director |
Kamal Samy |
Ryhme Productions |
Director of Photography |
Karim Mira |
LZRD |
Colorist |
Amr Rabea |
LZRD |
Editor |
Adham EL Helaly |
Ryhme Productions |
Art Director |
Shady Salama |
Rhyme Productions |
Producer |
Mahmoud Zahran |
Ryhme Productions |
Assistant Director |
Akram Negm |
Storytellers |
Copywriter |
Hashem El Sokkary |
Storytellers |
Copywriter |
Hosny Ali |
Sound Garage |
Sound Engineer |
Sherif El Wessemy |
El Wessemy Studios |
Music Composer |