2012 Winners & Shortlists

The Campaign

Chipsy was launching the new platform of laughter endorsed by their spokes person Ahmed Helmy, who is the most popular and loved Egyptian comedian. for the purpose of this campaign he reminds Egyptians of their sense of humor and their ability to cope with life by just laughing. given the recent times that Egyptians has passed through with all the fears and insecurities of people about their future and their country future, they have forgotten how to just laugh and this campaign helped remind them.

Success of the Campaign

consumer: the campaign was a huge success bringing the smile to everyone's face as it truly addressed and touched the true nature of Egyptians while utilizing a very loved comedian. it also did not feel as an ad for most Egyptians as the product was not contrived nor imposed through out the ad.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign first launched with TVC on several channels followed by the outdoor and radio in parallel.