Cannes Lions
TAREK NOUR ADVERTISING, Cairo / NATIONAL BANK OF EGYPT / 2022
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Egyptian idioms that indicate the will to help others are notorious for sounding incredibly exaggerated (ie. I’d go through hell for you, I’ll carry you over my head, etc…,” to the point where it becomes hard to take them seriously. This film, however, tells the story of 5 real heroes that actually follow on these sayings, and literally carry them out word for word.
A doctor who never took a dime from any of his patients.
An average young man who jumped into a burning building to save a family.
A man who gave his entire house to sick people waiting for their turn at the hospital.
48 struggling cab drivers who drove ill people to hospitals free of charge.
A whole village carrying food for miles to feed a whole train who couldn't break their fast on time.
These stories prove that with Egyptians, actions speak louder than words.
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