2014 Winners & Shortlists

The Campaign

El Ahly, is a leading football club with millions of fans all over Egypt. It was the time for Juhayna, the main sponsor of this club, to share their successful 15 years together as a backbone and a partner. For the past 15 years, Juhayna, the famous dairy products company, has been the main sponsor of Al Ahly club. It was the time for Juhayna to share their successful story with Al Ahly as a backbone and a partner in a story told by Am Harith (the man responsible for the changing room and the lockers) Am Harith is a witness to all the events that the club has lived for many years, events that involved humanly moments connecting, players, coaches, workers, fans and supporters all over the country. This story succeeded in spreading the message and awareness among thousands of supporters all around Egypt.

The Brief

The goal was to do this in a new creative non-cliche way and yet get the macho blooded fans to relate emotionally to the brand.

Results

After launching the 90 seconds TVC the feedback was unforeseen with all the shares and likes it got on social media, in addition to the positive comments that showed how much people appreciated the choice of "Am Hareth", and the visuals that touched each and every fan. Finally we were able to create the ultimate awareness for such target group.

Execution

We used an observer, the back stager who silently backed up Al Ahly for years just like juhayna," Am Hareth", the 55 years old caretaker who worked for Al Ahly for decades to share the humanly moments connecting, players, coaches, workers, fans and supporters all over the country

The Situation

Al Ahly.. the most deep rooted football team in Egypt that has a fan base of more than 65 % of the population. And to these fans, it's more than just a football team, they are so devoted to this team, dedicated to every match they play, and they are attached to every single person in this team, not to mention the songs and anthems they compose for this team. Al Ahly has a lot of major brands sponsoring it, and one of these brands is Juhayna, their brief was to proudly announce their 15 year anniversary as one of the main sponsors of Al Ahly.

The Strategy

Since Juhayna's logo has always been on the back of the players' t-shirts, we came up with the line " Juhayna.. backing Al Ahly for 15 years" , which has a double meaning in arabic "backing up" and "on the back of" as well