2013 Winners & Shortlists

Results and Effectiveness

Lamia's viral become an overnight hit ! the video was shared by thousands on Facebook, and she received over 20 job offers within 48 hours. she was featured in society blogs, radio, press and television, and was interviewed on the Arab World's most viewed television program 'alkahira alyoum' hosted by Amr Adeeb, where she was interviewed for 20 minutes. That alone was an advert worth a FEW MILLION pounds!! But most importantly, she got the job she wanted ! Her own show titled 'Noussa News' was broadcast on Cairo's top comedy channel 'AlKahira Wa AlNas' during the peak season of Ramadan. ( http://www.youtube.com/playlist?list=PL58D39A5B028C0D91 )

Creative Execution

We decided to sell Lamia as an incredibly versatile product ! In the style of Cheesy Egyptian infomercials - which have a huge cult following - we created a 2 minute viral 'video resume' , where Lamia showcased her various talents that range from translation to marketing to acting, while maintaing our spoofing of Egyptian films and sex-sirens, and these infomercials that promise you the world. The viral invited viewers to visit her website Lamianeedsajob.com, download her CV, and learn more about her talents. Downloadable also is a mobile game titled 'Lamia goes to Hollywood' , where Lamia fights stars for roles in films on her way to fame and fortune. Finally, we created the first Egyptian Emoticons titled "Lamia's Faces' : Emoticons with unique relevance to Egyptians as told by Lamia, further displaying her acting versatility and her insightful sense of humor. The integrated effort was kept fresh by a page on Facebook that posted articles or interviews, or news about Lamia.

Insights, Strategy and the Idea

Egypt was experiencing a post revolution recession and thousands were jobless. Lamia Gouda, a budding actress and comedienne, was one of them. The competition for roles in films or television became even more difficult under these circumstances. To stand out from competition for roles on the screen, Lamia had to do something different. Knowing that Egyptians are the world's heaviest users of Facebook, we decided to use Viral, Digital, mobile, and social media, to create the world's first advertising campaign designed to get someone a job ! And it worked !