2016 Winners & Shortlists

Brief Explanation

The brand is the only Egyptian telecom provider in the market, that is of great heritage. Targeting Egyptians from all SECs. Egyptians are emotionally hooked to the brand and brand loyal. For them the brand has been with them for more than 15 years, in good and in bad times hence they perceive it as a patriotic brand

The Brief

Given the brand’s positioning in the market; it is one of few brands that can address the Egyptians closely. The idea originally came up from having the birth of Muslim and Christian prophets coming a day apart since 457 years. Based on the religions conflict Egypt is facing in the last years, we thought of having something emotional that can bring people together & closer through highlighting the event of having both prophets’ birthdays on the same day.

How the final design was conceived

The most significant thing about Christmas is the Christmas tree, and the most significant thing about Prophet Mohamed Mouled (birth) is the “Halawet El Mouled” (special sweets celebrating his birth), which is a piece of sweets made of sugar and nuts. The idea started by combining both together, and we ended up having the Halawet Mouled sweets in the shape of the Christmas tree.

Indication of how successful the outcome was in the market

The final outcome was very iconic; having the spirit of both events in one piece, which is the Islamic/ Egyptian celebration sweets in the Christmas tree shape. As well as people initiating a hashtag, #EhElHalwadi (a common phrase that describes how sweet the surprise was).