Brand | PEPSICO INTERNATIONAL |
Product/Service | PEPSI |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Film - 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
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 |