2015 Winners & Shortlists

Brief Explanation

In Egypt, smartphones are the ultimate status symbol; only for the elite. To everyone else, there was no real need for smartphones. Not only were they limited by their means and intimidated by the unapproachable image, they were alienated by the very idea of smartphones. So how do you launch Tecno Mobile, a lower tier Chinese brand to the masses? You democratize the smartphone. In an unprecedented move, we completely abandoned the conventional polished world of technology communication. We went down to the real world of Egyptians; spoke to people using their own language, humor and insights, and brought smartphone benefits seamlessly to their daily lives.

Creative Execution

In order to overcome the unapproachable image of smartphones among the Egyptian masses and launch TECNO, a lower tier Chinese smartphone brand, we decided to completely abandon the conventional polished world of technology communication. Instead of breathtaking lifestyle shots, we went down to the real world of Egyptians. We spoke to people using their own language, humor and insights, and brought smartphone benefits seamlessly to their daily lives. The mother and son duo in the ‘Kid’ copy needed to mirror a candid, unadulterated relationship that almost every Egyptian can relate to. While casting the more difficult role, the son, we met Aly, an extremely talented child actor. However, we realized we needed to set up a dynamic where he felt comfortable enough to react just as he would at home. And how better to do that, than to cast his actual mother? The banter and chemistry between the mother and son created a level of truthfulness and authenticity to relationship which balanced the absurdity of what they were fighting over.