2014 Winners & Shortlists

YALLA NEKAMEL LAMETNA

BrandPEPSICO INTERNATIONAL
Product/ServicePEPSI
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryFilm - Art Direction/Production Design
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Cairo, EGYPT
Production Company ASAP Cairo, EGYPT

Brief Explanation

Ramadan is a month that used to bring people together; but with the rise of technology, we’ve grown apart; here our brand realized an opportunity. We wanted to make today's generation feel the essence of Ramadan, to unite them under one motive: BRINGING BACK TODAY THE RAMADAN SPIRIT OF YESTERDAY ! We used the same tool that took people apart to get them back together…. technology! Using CGI face replacement technique, we recreated legendary Ramadan entertainers to revisit audiences in our 3-minute film. This film was the most viewed branded content in the MENA Region, trending towards 12 million views. To complement our film, we covered the country with imagery of these Ramadan stars. Our followers further engaged with the celebrities online (www.yallaramdanmasr.com), on-ground and through TV daily-riddles for a charitable cause of bringing joy to orphaned children. We bought joy to over 1 million children with consumers solving 1,060,872 riddles. We revived the spirit of Ramadan as we engaged our consumers across the region on all platforms, as it received over 815 Million impressions and grew our KPIs for “brand I love” by 10 points and “drink I enjoy with my family” by 4 points…all within a single month!

Credits

Name Role
Hussam Mourou Executive Creative Director
Mostafa Hamza/Wael Khairy Copywriter
Ahmed El Hefnawy/Amr Mohsen/Sherif Khalifa Art Director
Mohamed Abd El Rehim/Saleh El Azab Agency Producer
Emile Tabanji/Philippe Berthelot Account Supervisor
Emile Tabanji Advertiser's Supervisor
Amin El Masry/Shrouk Mokhtar Producer
Rob Sanders Director
Ahmed Tarabily Editor
Basement Records Sound Studio
Hassan Shafei Sound Design/Arrangement
Ghost Post Production
Hassan El Sayed Lighting
Hassan Shafei Music
Ahmed Fahmy/Hebatullah Essawy Account Manager
Mohamed Abdullatif/Weera Hassan Planner
Mohammed Attia Production Designer
Ghost Special Effects/Computer Graphics
Simon Director Of Photography
Pixel Editing Company
Amr El Masry ProductionManager