2016 Winners & Shortlists

Brief Explanation

Due to the political upheaval in the country, which also witnessed a lot of economic instability, Egyptians were becoming quite self-centered amid an unpromising future; unlike their traditions, people were no longer willing to help each other. But believing in that Egyptians always stood for being stronger together and that acts of goodness are contagious, Mobinil initiated #Anonymous_Giver campaign to retrigger Egyptian’s sense of unconditional giving.

The Campaign

Devoted to giving, the month of Ramadan was the chance for Mobinil, Egypt’s first telecom operator, to inspire Egyptians to give unconditionally, using the unbranded ‘#Anonymous_Giver’ on useful utilities placed across Cairo’s streets. In no time a wave of generosity was filling the streets as participants, including public figures, urged others to join the movement, filling Cairo with compassion that was spreading on ground and on social media. With music being a uniting tradition during Ramadan, underground bands were outsourced to sing for the public using #Anonymous_Giver_Sing_For_Good. Only then does Mobinil reveal itself in a TVC capturing widespread unconditional giving. Mobinil wanted to inspire Egyptians to give unconditionally using the unbranded ‘#Anonymous_Giver’. - Around 18.3 million impressions across main social media, and - Supported by over 5 million video views, #Anonymous_Giver - Witnessed significant cases of change in behavior as additional, people-led acts of goodness were spreading in the country, triggered by Mobinil’s initiative of giving unconditionally.

Creative Execution

Devoted to giving, the month of Ramadan was the chance for Mobinil, Egypt’s first telecom operator, to inspire Egyptians to give unconditionally, using the unbranded ‘#Anonymous_Giver’ on useful utilities placed across Cairo’s streets. In no time a wave of generosity was filling the streets as participants, including public figures, urged others to join the movement, filling Cairo with compassion that was spreading on ground and on social media. With music being a uniting tradition during Ramadan, underground bands were outsourced to sing for the public using #Anonymous_Giver_Sing_For_Good. Only then does Mobinil reveal itself in a TVC capturing widespread unconditional giving. Then, Mobinil revealed itself that they were behind these acts of kindness by their TV campaign and song.

With around 18.3 million impressions across main social media, and supported by over 5 million video views, #Anonymous_Giver not only became the talk of the town during the month of Ramadan, but it also witnessed significant cases of change in behavior as additional, people-led acts of goodness were spreading in the country, triggered by Mobinil’s initiative of giving unconditionally.