2014 Winners & Shortlists


Entrant Company JWT CAIRO, EGYPT
Advertising Agency JWT CAIRO, EGYPT

The Campaign

23 years ago, Magdy Abdul-Gany scored Egypt's only goal in World Cup history from a penalty kick. It was during the last 10 minutes of a historic game against Holland in the first round of Italia 90'. Magdy Abdul-Ghany kept harassing Egyptian football fans since then up to the latest qualifications, so Vodafone decided to take a chance on him and try putting an end to that by supporting the Egyptian National team to reach the world cup for the first time in 23 years. Vodafone Egypt decided to further capitalize on this occasion and create awareness on its sponsorship of Egypt football during peak football time, and top it up with a free hour promo utilizing the football star's unconventional approach.

Success of the Campaign

The campaign worked as initially planned & designed: - On a communication front (consumer perspective): more than 1 million views in less than one week & awareness about the brand's football sponsorship & promotion was achieved - Client's business results (brand's perspective): business targets were achieved and brand KPIs were enhanced dramatically

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

The campaign launched as an online copy utilizing social media hype around Magdy Abdul-Ghany at the time, followed by TV & OOH a day later. Online was utilized as a medium for viral spread, while TV & OOH focused more on the promo


Name Company Role
Tameem Youness Jwt Cairo Associate Creative Director
Ahmed Wahid JWT Cairo Art Director
Malek Sharif JWT Cairo Art Director
Amir Adib JWT Cairo Account Manager
Baher Eid JWT Cairo Account Executive
Shady Abdelaziz Agency Producer
Mohamed Hammady Jwt Cairo Associate Creative Director
Reem Megahed JWT Cairo Head of Production
Shahira Akel Business Director