2015 Winners & Shortlists


Silver Campaign
EntrantFP7/CAI Cairo, EGYPT
1 of 2 Campaign
CategoryInternet Film
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

Brief Explanation

Capitalizing on its successful platform, ‘Obey You’, Sprite opted to dedicate its 2014 thematic campaign to tackling on a rapidly growing phenomenon: People, namely youth, creating an alternative online world to which they escape to. They shift all their forces to seeking acceptance from other members of their virtual world by creating a fake persona and lifestyle. It was time to for someone to tell these youngsters that they needed to snap out of this fake life they have unconsciously been sucked into. Your “true” self will always be better than any “fake” or “virtual” self you try to create. This was translated into a fun and catchy ad, hammering on the popularity of Internet GIFs; we created a copy, staring a teenager boy. Our copy was created to appear user generated with a low budget, giving it a raw and edgy feel. Cutouts of our star embracing his fake persona (posing and pouting lips) were haphazardly pasted on to different scenes from his daily “real” life. We aimed to shout out the message that your “virtual fake” persona will never be right for you. Be proud of who you are and be yourself. Do not let anyone tell you other wise.


Name Company Role
Ahmed Fayez FP7/CAI Business Unit Head
Magued Farahat FP7/CAI Account Director
Amr Younis FP7/CAI Senior Account Manager
Mai El Rawi FP7/CAI Account Executive
Heba Radwan FP7/CAI Head Of Production
Inas Nagi FP7/CAI Tv Producer
Ashraf Hosafy FP7/CAI Tv Producer
Mahmoud Enayet FP7/CAI Post Production Supervisor
Tameem Younis FP7/CAI Creative Director
Maged Nassar FP7/CAI Creative Director
Sherif Youssef FP7/CAI Art Director
Ezzat Soliman FP7/CAI Senior Grapic Designer
Mohamed Abdel Hamid FP7/CAI Senior Graphic Designer
Hassan El Shahawy Coca/Cola Egypt Senior Brand Manager
Tarek Metwally Coca/Cola Egypt Brand Manager
Ibrahim Wagdy Coca/Cola Egypt Assistant Brand Manager
Sherif Moussa Coca/Cola Egypt Assistant Brand Manager
Ali Ali Aliali Director
Tariq Ali Zanad Zanad Director/ Founder
Yehia Bahgat Zanad 2D Animator
Hosney Ali Frequency Sound Designer
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