Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Integrated Campaign |
Entrant Company
|
LEO BURNETT CAIRO, EGYPT
|
Contributing Company
|
LEO BURNETT CAIRO, EGYPT
|
Media Agency
|
UM7 Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
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’.
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.
Credits
Bechara Mouzannar |
Leoburnett-cairo |
Chief Creative Officer |
Amr Darwish |
Leoburnett-cairo |
Managing Director |
Mohamed Fouad |
Leoburnett-cairo |
Creative Director |
Osama Arnaouty |
Leoburnett-cairo |
Creative Director |
Tarek Metawe |
Leoburnett-cairo |
Art Director |
Ahmed Soliman |
Leoburnett-cairo |
Art Director |
Khaled El Sherbiny |
Leoburnett-cairo |
Copywriter |
Mohamed Abu Eleneien |
Leoburnett-cairo |
Account Director |
Amr Ammar |
Leoburnett-cairo |
Account Director |
Seif Ismail |
Leoburnett-cairo |
Account Manager |
Mohamed Yousri |
Leoburnett-cairo |
Planning Director |
Karim Khodeir |
Leoburnett-cairo |
Agency Producer |