Brand | TECNO MOBILE |
Product/Service | MOBILE PHONES |
Entrant | IMPACT BBDO Cairo, EGYPT |
Category | Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual |
Entrant Company
|
IMPACT BBDO Cairo, EGYPT
|
Advertising Agency
|
IMPACT BBDO Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Brief Explanation
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.
Keeping the setting as realistic and authentic as possible was a must, yet we had to turn grimy and gritty to attractive without loosing authenticity. The Middle East’s ‘City that never sleeps’ is famous for its all-night neon lights, and so we used these to create an artistic atmosphere that would unify and beautify these urban settings.
Credits
Emile Tabanji |
Impact BBDO Cairo |
Managing Director |
Mohamed Hammad |
Impact BBDO |
Group Account Director |
Sarah El Atabani |
Impact BBDO |
Account Manager |
Mira Chelala |
Impact BBDO |
Senior Account Executive |
Ahmed El Keiy |
Impact BBDO Cairo |
Creative Director |
Noor Hassanein |
Impact BBDO |
Senior Copywriter |
Amr El Haddad |
Impact BBDO Cairo |
Associate Creative Director |
Hani Mohsen |
Impact BBDO |
Junior Copywriter |
Mohamed Gaber |
Impact BBDO |
Art Director |
Hussam Mourou |
Impact BBDO Cairo |
Executive Creative Director |
Mohamed Abdel Rehim |
Impact BBDO Cairo |
Regional Production Head |
Sarah Hashem |
Impact BBDO Cairo |
Line Producer |
Ali Ali |
N/A |
Director |
Piere Maarkesh |
N/A |
Dop |
Assem Ali |
N/A |
Art Director |