2020/2021 Winners & Shortlists

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 a startup company that sells and repairs computers with 4 employees sitting at the table fixing laptops. The first guy starts off by introducing the problem and explains that the company needs to get a loan in order to accommodate for the customer’s large purchase order for new computers. Once the word LOAN is mentioned, our hero starts itching and introduces the visual representation and translation of the KINK in banking. It is as if he is having an allergic reaction to the word. They all start picking on him and making jokes, entertained by the fact that he cant stop

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 was passed down to generations and never changed. Egyptians love to make pun jokes and love to 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 ITCH.