2016 Winners & Shortlists


CategoryUse or Integration of Music
Media Agency MEC GLOBAL Giza, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

The Campaign

The IN world, has a trait that characterizes if from the rest of the networks; it's strictly a youth only network. We intended to highlight that and consequently highlight all the perks that youth will enjoy under the IN umbrella. We kicked our launch campaign by formulating a collective band from the most prominent young bands and musical acts. The aim was to brief all these musicians about our concept, then have them sit all together and come up with a song, composed of all their different style that delivers our brand message. Thoroughly and captures the youthful spirit of the brand. The challenge here was to bring together 5 different genres in one song that conveys our brand point of view, yet in harmony. We decided to have unique 2D animation special drawings across each element whether on the singers, walls or even their music instruments. The effects and colorful drawings were in a context of a live action shot that was drawn on each moving element in each frame creating a fresh, unique one of akind mood that was never implemented before.

Gathering five of Egypt's biggest underground bands was more than enough to assure success. Our brand was the first of its kind to be launched on social media, which was the first time ever to happen. Our target audience felt that IN was a new world created around them to fit their needs and wants. The song was an anthem for this generation, one sound couldn't sum it up, neither could one look, nor one style. Measuring IN Youth Platform among Youth shows that the campaign is meeting or exceeding norms on all KPI’s except Branding, New Info, Differentiation, and Appeal. The message of “new network for Youth” is clear and above norms. Looking at viewership, likes, and comments on social media gives insight to where the high recognition comes from. Only within 2months we've reached more than 4M viewership on social media and currently it's above 6M. Our overall outcome resulted in 6.5 million views 2.5 million Facebook Likes 50 thousand Facebook shares 7,500 thousand Instagram Followers 15,000 YouTube Subscribers It didn’t stop there. We then sent our bands on tour around the country, where they played concerts to packed audiences in Cairo, Ismailia, Minya and Sharqia.


Name Company Role
Mai Azmy J Walter Thompson Cairo Managing Director
Shahira Akel J Walter Thompson Cairo Business Director
Hassan El Sada J Walter Thompson Cairo Account Director
Hisham Ghamrawy J Walter Thompson Cairo Senior Account Executive
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Amir Adib J Walter Thompson Cairo Planner
Wessam Sherif J Walter Thompson Cairo Copywriter
Nader El Said J Walter Thompson Cairo Senior art director
khalil el Shorbagy J Walter Thompson Cairo Art Director
Shady abdelaziz J Walter Thompson Cairo Agency Producer
Reem Megahed J Walter Thompson Cairo Head of production
Mayar Makhlouf J. Walter Thompson Cairo AV Producer
Kino Pravda Director
Fadi Fahim light house Executive Producer