2015 Winners & Shortlists


Gold Campaign
Product/ServiceMOBILE PHONES
2 of 4 Campaign
CategoryHousehold, 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.


Name Company Role
Emile Tabanji Impact BBDO Cairo Managing Director
Mohamed Hammad Impact BBDO Cairo Group Account Director
Sarah El Atabani Impact BBDO Cairo Account Manager
Mira Chelala Impact BBDO Cairo Senior Account Executive
Ahmed El Keiy Impact BBDO Cairo Creative Director
Noor Hassanein Impact BBDO Cairo Senior Copywriter
Amr El Haddad Impact BBDO Cairo Associate Creative Director
Hani Mohsen Impact BBDO Cairo Junior Copywriter
Mohamed Gaber Impact BBDO Cairo 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