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.