2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Which doctor? Medical promotion in Egypt is intensely driven by word of mouth, ultimately resulting in very inconsistent decision-making criteria. A painstaking and agonizing checklist with absolutely no pre-determined weight on which criteria should be making the decision; Egyptians get lost in the chaotic Medical world. The audio, as a voice-of-mind, highlights the insightful thoughts that rush through the ordinary Egyptian brain, while the film captures the raw and authentic mental snapshots that reciprocate these relevant questions and criteria when deciding. The visual magnifies the journey that the audio takes us through, and the music complements it all by delivering on the dramatically emotional close-to-a-nervous-breakdown that Egyptians witness when it comes to which doctor to go to. The film ends by introducing the app as a solution to finding the right doctor.

Cultural / Context information for the jury

The script is full of very tailored insights that highlight the Egyptian consumer’s journey to finding the right doctor. The most common Egyptian medium of advertising, for doctors only, is a rectangle- shaped lamp post displayed on building fronts of the doctor’s office. The primary method of finding/rating a doctor is through word of mouth, therefore constitutes very subjective judgements and opinions. For example; a young doctor can be inexperienced or progressive, likewise, an old doctor can be experienced or outdated, depends who you are asking! Therefore, giving one or two very misleading or subjective ratings. There is a very deeply rooted misconception that if a doctor is very good, his son is probably good too! Egyptians also force their children to take on the same profession, especially if they have a good reputation, their son/daughter usually inherits it. There is also another misconception that expensive doctors are usually better.