Smile · Aïd Sghir · 2026
Uncle has a line for everything. So do the kids.
For Smile, Nour Saidi plays the uncle who loves to crack jokes and have the last word. With the kids, nothing goes exactly as planned.
THE IDEA
Build a connection between generations.
Riddles, games, gifts and Mahba: we drew from the exchanges that animate Ramadan reunions up to Eid. The uncle character launches the scene; the kids’ reactions give him his surprise.
This dialogue creates a recurring moment where young and old can see themselves. Smile accompanies the pleasure of those times with humor that flows across generations.
THE FILMS
Family gatherings.
With Nour Saidi, Eid comes to life through games and quick-fire replies. Four short films make the warmth and humour between generations Smile’s language for the celebration.