2014 Winners & Shortlists

Brief Explanation

Our strategy was to emphasize on the power of positive sharing, offering our audience tools enabling them to share. Our objective was to inject positivity into people’s mindset, inspire and empower one to positive sharing, especially that the idea of sharing is a value already implanted in the Egyptian population, which peaks during Ramadan. Sharing is a telecom core driver; an opportunity to manifest Vodafone's empowerment; “Power to You”, and feature our value offering in a non-traditional way as a support to our claim. The entire brand campaign was shot with an iPhone. The rationale was that the phone is our audience’s tool for sharing. Our insights are very relevant culturally. Accordingly, choosing an iPhone to shoot made our footage raw, genuine and real, as real as the actual sharing featured in our copy. We needed small and flexible cameras to help us capture moments in a variety of real locations. The footage used a person’s point-of-view making the adverts more personal. This point of view was meant to implicitly call on the viewers to realize they hold the same power to shoot a moment or place worth sharing and actually shoot and share them themselves.