2012 Winners & Shortlists

Brief Explanation

In a time of ever changing conditions and political instability, Egyptians have become depressed and pessimistic; the light at the end of the tunnel ceased to exist for them, making them forgot what truly makes them special. Egyptians have always had a unique characteristic, a characteristic that made anything bearable; they laugh. They laugh together, they laugh at their own misfortunes and make light of everything and who better to remind them of that at their most troubling times but Chipsy. Chipsy an already well loved brand launched a campaign utilizing their spokesperson Ahmed Helmy (a loved comedian/actor) reminding Egyptians of their true nature. The TVC consists of following Helmy in multiple situations, that would normally annoy, upset anyone; anyone but Helmy because he took the Egyptian approach and laughed, laughed everything off. At the end of the TVC we close with the selling line, “Chipsy. Smile at Life. Life Smiles Back.”