2014 Winners & Shortlists

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!