2016 Winners & Shortlists

Brief Explanation

The opportunity for fame comes to everyone; it's all about using it. As an experienced widow it was easy for her - turning her popularity to stardom was a decision she took to prove to herself first and to the world second that being a widow is the beginning not an end.

The Campaign

It is a story of a branded content that managed to be an entertainment brand, an advertising asset to a business equity.In an attempt to meet our challenges and objectives. Abla took an epic journey started by special appearance in ads that created a lot of controversial discussions reached the global media that created her huge popularity and made her move to the next step defending herself in a new way- 'Mayetahloushi' (They're Not Worthy)-electronic dance music track in collaboration with composer Hassan El Shafei. It was time for invading the offline territory and here came the show. In March 2015, Abla Fahita starred in a hilarious sexy trailer to announce the launch of her television chat show on CBC one of Egypt’s leading TV channels. She then kicked off her second season by announcing her bid in the parliamentary elections. Abla Fahita also won the first ever Titanium Lion.

Creative Execution

Abla Fahita created extraordinary appeal online by engaging people through a huge social media following. In addition, Abla Fahita seized the opportunity to create a hit song with one of the most famous Egyptian composers, Hassan El Shafiey, this allowed her to connect with the audience and created a new type of entertainment and engagement with her fans. Abla Fahita took a step further, and the 'Abla Fahita Live from the Duplex Show' was created. This allowed fans to directly engage with her before, during, and after the show as well as experiencing Abla Fahita first hand.

Abla Fahita's first step on the road to stardom was to charm leading musician and heart throb, Hassan El Shafei into partnering with her to produce the first Egyptian deep house track “Mayestahlushi” (They are not worthy). From the minute it was uploaded, “Mayestahlushi” it was an instant hit, it was the most watched video on YouTube in Egypt with 1,394,779 views in two days and within the top 20 videos in Tunisia, KSA , Kuwait and Jordan .In one year "Mayestahlushi" views have increased reaching to 12M views. Abla Fahita created a new YouTube channel tailored to the show “Live from the Duplex” that reached total number of subscribers to 156,832 subscriber across two seaons In a year Abla Fahita fans on her Facebook page increased from 1.5 million fans to 2.4 million ones. as well as Instagram followers reached to 444k since the beginning of the show.