Omar El Zohairy’s darkly funny and strikingly composed absurdist parable uses one man’s chicken transformation to tell a wider story of patriarchal oppression.
CHENNAI: Omar El-Zohairy’s debut Egyptian work, “Feathers,” was both lauded and lambasted. Despite its big win at Cannes Critics Week with a Grand Prize and the Best Arab Narrative Film trophy at the recent El Gouna Film Festival, it was viewed as offensive to the country by some. Some Egyptian directors and actors, including Sherif Mounir, Ahmed Rizk and Ashraf Abdel Baqi,
Creative 34 Add to collection
Memac Ogilvy and production company Truffle bring an eco-conscious animatronic polar bear to life in Middle East campaign, writes Laura Swinton
An eco-conscious polar bear is taking a wasteful family to task in a cosy campaign for IKEA in the Middle East. She’s surprisingly passive aggressive as she nudges the family to eat less meat, switch to energy saving lightbulbs and swap car journeys for bike rides. It’s a playfully deadpan affair, with an oh-so-human performance from the giant ursine star, that switches from passive aggressive grumping to affection and back again.
The campaign was created by Memac Ogilvy and directed by Amr El Hadad, with production from Truffle. In the spot, the polar bear represents an environmentally-aware mother who is taking the lead on adopting a more sustainable lifestyle.