Cannes Lions

The Key to My Heart

TAREK NOUR ADVERTISING, Giza / THE MAGDI YACOUB HEART FOUNDATION / 2019

Film
Film

Overview

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Credits

Overview

Background

“The Key To My Heart Is In Your Hands” is a very popular romantic Arabic song from 1962, when the original singer Farid Al-Atrash was singing it for his beloved one and telling her “The Key To My Heart Is In Your Hands”. The idea here was to use this classic song about relationships and create a twist to tell a love story between two different and unexpected parties; the patients and their potential donators. With such a pure, romantic yet direct message, we reminded the donators that, with their donations, they have the key and power to cure the patients’ hearts and save their lives. By having the patients singing it this time, and while changing the lyrics of anything but the original chorus, we delivered the literal and medical meaning of “saving one’s heart” in addition to the metaphorical and romantic meaning of the classic original song.

Execution

An Elegant, romantic and soft storytelling, showcasing miniature versions of the child patients who use the hospital as their playground and its equipment as their toys while singing a rendition of the classical hit "The Key To My Heart Is In Your Hands" in a metaphor that shows how this hospital can be their gateway to normal life thanks to donations to be collected. The first child sits on top of a book in the hospital room and uses the heart monitor as a game interface, then the second child as a miniature uses the doctor's stethoscope as a swing. The third child uses the MRI slope as a place to ride his bicycle etc. The commercial concludes with Sir Professor Magdi Yacoub, the founder of the Magdi Yacoub Heart foundation in the hospital playroom with the children surrounding him in a very warm scene.

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