2016 Winners & Shortlists

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 the Abla Fahita took an epic journey starting by a special appearance in ads that created a lot of controversial discussions that reached the global media that created for her huge popularity. Consequently, Abla Fahita moved 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 showcasing her true provocative personality. From the minute it was uploaded, 'Mayestahlushi' was an instant hit, it was the most watched video on YouTube in Egypt.Out of this online huge success it was time for invading the offline territory and here came the big break! to host her own prime time TV chat show on CBC, one of Egypt’s leading satellite channels. She was very demanding (borderline diva), insisting on a fabulous set, fantastic wardrobe, a live audience with lots of celebrities, song and dance. In March 2015 Abla Fahita starred in a hilariously sexy pre-campaign to announce the launch of “Abla Fahita, Live from the Duplex”.In October 2015, Abla Fahita kicked off her second season by formally announcing her bid for a parliamentary seat in the build up to Egypt’s national elections. Throughout season 2, Abla Fahita continued to present her unique brand of cheeky social satire and delighting her fans with weekly updates from her burgeoning political career, all while hosting a big name celebrity every episode. Live at the Duplex would go on to maintain its position as CBC’s highest-rated entertainment show, despite increased competition. Abla Fahita also won the first ever Titanium Lion

The show gave the client the opportunity to be the first in Egypt to broadcast a new type of experiential entertainment breaking the norm by having a puppet as host. The show is built on insights through humorous and engaging content that tackles current news that resonate with the prospect target as well as having top celebrities as guests with the Abla in the show. The show was ranked as the top entertainment show on CBC channels across season one and two.