2015 Winners & Shortlists

EVERTEK SLIM & SMART

BrandEVERTEK
Product/ServiceEVERSLIM
EntrantMEMAC OGILVY LABEL Tunis , TUNISIA
CategoryUse of Print in a Media Campaign
Entrant Company MEMAC OGILVY LABEL Tunis, TUNISIA
Advertising Agency MEMAC OGILVY LABEL Tunis, TUNISIA

Results and Effectiveness

The communication started to build up a major buzz ,both, on the national and the international level. It was actually shared in more than 10 countries including USA, Brazil, India, France, Germany, Russia, Japan...

Creative Execution

The media team came up with a smart ad to be used on the least smart media available. Our idea was to create a transparent print ad showing a profile view of the Everslim with the following message "A little space for a great technology" while making sure that the phone was placed between paragraphs of the next and previous page in a way that would not disturb the reader. Smartness is symbolized by the ad's ability to work on both sides and thinness was shown by the phone's ability to fit between paragraphs. Thus, the reader could admire a new form of ad that does not interfere with the reading process.

Insights, Strategy and the Idea

Evertek is a small local mobile brand that is trying to standout among giants like Apple and Samsung. In 2014 Evertek launched the Everslim. A smartphone that has an octacore processor and a 13MP camera all confined in 5.5 millimeters thick smartphone. The challenge was to show that Evertek is both "smart" and "slim". We decided to give birth to an ad that does not bother a person during media usage. That means coming up with a smart way to show the phone's thinness and technological advance in the smoothest way possible.

Credits

Name Company Role
Alain Mhawej Memac Ogilvy Label Creative Director
Amin Khelil Memac Ogilvy Label Art Director
Mehdi El Monastiri Memac Ogilvy Label Copywriter
Chamsseddine Abdelhafidh Memac Ogilvy Label Copywriter
Sofiene El Kebir Memac Ogilvy Label Planning Director
Mouna Ben Hammouda Memac Ogilvy Label Business Director
Khaoula Mornagui Memac Ogilvy Label Account Director
Ines Sta Sfaxi Memac Ogilvy Label Account Manager
Ines Sta Sfaxi Memac Ogilvy Label Account Manager
Zied Ben Zlaouia Memac Ogilvy Label Production Manager
Zied Ben Zlaouia Memac Ogilvy Label Production Manager
Emna Hafidhi Cellcom Marketing Director
Emna Hafidhi Cellcom Marketing Director