2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film starts with influencers look-alikes promoting "SilverFrown" cookies . Then The VO starts sending regards for the real cookies lovers showcasing "Anoosh" cookies as the perfect example. At the end we go back to the influencers lookalikes as if they've just finished promoting "SilverFrown" then they take an out an Anoosh cookie box and the VO closes "there are two types of cookies, the one influencers promote and the one they eat".

Cultural / Context information for the jury

Anoosh brand was no.1 cookie seller in Saudi, with word of mouth and a world-class cookie recipe it took its place as the destination for cookie lovers, but that didn’t last long. Golden Brown, a new cookie brand started gaining market share by using the one thing Anoosh didn’t, influencers! Since quality was not something this new rival enjoys, they heavily used influencers to promote and spread the news, it was up to a limit where they used almost every influencer in Saudi, until people started saying “you’re not an influencer if you didn’t promote Golden Brown”. We needed to remind people of Anoosh cookies and put it back on the map. By taking advantage of two loopholes, one: Golden Brown Cookies are not really cookies! It uses brownie mix and didn’t look like cookies at all. Two: Although sales were going well, people hated the heavy use of influencers.