Campaign
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| Brand | VODAFONE |
| Product/Service | TELECOMMUNICATIONS |
| Entrant | JWT CAIRO, EGYPT |
| 1 of 4 Campaign |
| Category | TV - Best Use of Art Direction |
| Entrant Company: | JWT CAIRO, EGYPT |
| Advertising Agency: | JWT CAIRO, EGYPT |
| Production Company: | BLUE Cairo, EGYPT |
Credits |
| Creative Director | Shady Abdel-Latif |
| Copywriter | George Azmy |
| Agency Producer | Khaled Zaki |
| Account Manager | Heba Abdel-Monsef |
| Account Supervisor | Aida Nassar |
| Art Director | George Azmy |
Brief Explanation
To cut through the clutter of telecom advertisement in Egypt and launch Vodafone's new emergency services (Shokran), we created 25 marionettes representing various segments of Vodafone's target audience. The campaign was inspired by a famous 80s marionette operetta that is very successful until today.
The sets were also developed down to the tiniest detail to capture several local locations.
The ads feature 4 little stories of characters in need to make an important call, but without any credit left on their phones. The Vodafone fairies jump in with the solution and the whole situation turns into a festival.
The campaign was an instant hit, and resonated well with all market segments. It triggered many spoof ads and jokes on the facebook and youtube, as well as jokes circulated via SMS and mobile messengers in general.