SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

FP7/CAI, CAIRO

TITLE :

NOW OR NEVER

BRAND :

ORANGE

ADVERTISER :

ORANGE

AGENCY :

FP7/CAI, CAIRO/GOOD PEOPLE CONTENT, CAIRO

EXECUTIVE CREATIVE DIRECTOR :

MAGED NASSAR

COPYWRITER :

MOHAMED GHAMRAWI

ART DIRECTOR :

SHADY ALLAM

GROUP ACCOUNT DIRECTOR :

SONDOS EFFAT

ACCOUNT DIRECTOR :

RAGHDA EL MAGHRABI

ACCOUNT MANAGER :

RAMY RAAFAT

HEAD OF STRATEGY :

NAILA FATTOUH

HEAD OF FILM PRODUCTION DEPARTMENT :

HEBA RADWAN

AGENCY PRODUCER :

MOAYAD EL SHENNAWY/OMAR GAWDAT/ASLAN TAREK 

FILM PRODUCTION COMPANY :

GOOD PEOPLE, CAIRO

DIRECTOR :

MAGED NASSAR 

ASSISTANT DIRECTOR :

AMR BERRY/RAMY NASEIF

CINEMATOGRAPHER :

PIERRE MOUARKCH 

ART DIRECTOR :

ASSEM ALI

EXECUTIVE PRODUCER :

BEGAD OMRAN

PRODUCER :

AHMED AZMI

BIDDING PRODUCER :

MAYAR TAREK

LINE PRODUCER :

MOHAMMED ARAFA

ASSISTANT PRODUCER :

AHMED ALLAM

PRODUCTION MANAGER :

MOHAMED SABRY

PRODUCTION COORDINATOR :

ENGY EMAD

PHOTOGRAPHER :

BATOOL EL DAAWI

STYLIST :

NADA ADEL

MAKE-UP ARTIST :

INIAKI MAESTRE

TRAINEES :

GASSER KIRAM/FARAH SERRY

POST-PRODUCTION COMPANY :

LIZARD, CAIRO

EDITOR :

AMR RABEI 

POST PRODUCER :

OMNIA METWALLI

COLORIST :

KARIM MIRA 

SPECIAL EFFECTS COMPANY :

SQUIDS VISUAL ARTS, CAIRO

SOUND PRODUCTION COMPANY :

BYRD KILL STUDIO, CAIRO

SOUND DESIGNER :

HOSNY ALI

SOUND STUDIO :

THE GARAGE

MUSIC COMPOSER :

WAEL ALAA

MUSIC ARRANGER :

WAEL ALAA

MVO :

AHMED KHOGA.

CULTURAL CONTEXT EXPLANATION :

EGYPT HASN'T QUALIFIED FOR THE WORLD CUP IN 28 YEARS. A VERY FRUSTRATING 28 YEARS! EVERY 4 YEARS OUR HOPES RISE, ONLY TO BE SHATTERED WITH LAME EXCUSES. WE'VE BLAMED EVERYTHING FROM REFEREES TO THE WEATHER FOR OUR TEAM'S FAILURE. THE ONE CONSOLATION TO THE NATION IS, "THERE'S ALWAYS A NEXT TIME". BUT ORANGE KNEW THAT EXCUSES COULD ONLY GET US SO FAR, THE TEAM NEEDED TO FEEL THE PRESSURE. THE BRAND WANTED THE TEAM TO FEEL LIKE THERE WAS NO "NEXT TIME". IT WAS THIS TIME THAT MATTERED! EGYPT NEEDED A BOOST, EGYPTIANS DESERVED ONE THING TO BE HAPPY ABOUT, AND FOOTBALL WAS ALWAYS THE ANSWER.

ENGLISH SYNOPSIS :

THE MUSIC VIDEO FEATURES A BUNCH OF OLD TIME, DEVOUT, EGYPTIAN FOOTBALL FANS SINGING IN MELANCHOLIC AGONY. WHY? BECAUSE THEIR TEAM HASN’T QUALIFIED FOR THE WORLD CUP IN THE LAST 28 YEARS. NOW, THESE SENIOR FANS, WATCHING FROM INTENSIVE CARE UNITS AND IN BETWEEN POPPING MEDS, HAVE ONE WISH ONLY, TO SEE THEIR TEAM PLAY IN THE WORLD CUP ONE FINAL TIME! THE DARKLY COMEDIC MUSICAL IS A DEDICATION TO THE NATIONAL TEAM; A PLEA AND A THREAT ALL AT THE SAME TIME. THE MESSAGE, IT’S NOW OR NEVER.

ENGLISH CONTEXT EXPLANATION :

THE 2017 WORLD CUP QUALIFIERS AWAKENED THE ENTIRE NATION, AND WITH IT SOME OF THE BIGGEST BRANDS IN THE EGYPTIAN MARKET. ON EVERY TV CHANNEL AND BILLBOARD BRANDS SCREAMED WITH CHEERS AND SUPPORT FOR THE NATIONAL TEAM. SOME SIGNED STAR ATHLETES, OTHERS PRODUCED BIG BUDGET CAMPAIGNS, BUT ALL HAD THE SAME MESSAGE, ASKING EGYPTIANS NOT TO RAISE THEIR HOPES TO HIGH! ORANGE WANTED TO TAKE A DIFFERENT APPROACH, A BOLDER, MORE DEFIANT ONE. ORANGE BELIEVED WE COULDN'T AFFORD NOT TO MAKE IT ANOTHER TIME. ENOUGH WAS ENOUGH, AND EGYPTIANS HAD THE RIGHT TO SEE THEIR TEAM PLAY AT THE WORLD CUP. WE WERE WILLING TO GO TO EXTREMES FOR THIS TO HAPPEN. AND SO WE DID! WE INTRODUCED THE FOOTBALL FAN THAT COULDN'T WAIT FOUR MORE YEARS, THE FAN THAT REALLY NEEDED EGYPT TO MAKE IT NOW OR NEVER.