2016 Winners & Shortlists


EntrantKAIRO Cairo, EGYPT
CategoryFiction: Series or Film
Entrant Company KAIRO Cairo, EGYPT
Contributing Company KAIRO Cairo, EGYPT
Contributing Company 2 DIGITAL REPUBLIC Cairo, EGYPT

The Campaign

Freska, Egypt’s favorite wafer, known for its hilariously absurd commercials under the platform Be Wowed!, has been entertaining Egyptians since its launch in 2012. With fans continuously asking for more hilarious content, our challenge this year was to give them more than just another commercial and create engaging and entertaining content. We collaborated with the legendary Galal Allam, who’s weekly show from the late 80’s was the only source of WOWS from around the world on Egyptian TV. In 2016 Freska brought Galal Allam back in 3 webisodes comparing wows of the world with their Egyptian counterpart, in a series we called: The Clash of Wows. Of course, unlike his 80s TV program, this time the content had to be much more absurd, matching the brand's character. For example, in the first webisode, titled: The Wow of Love In Its Early Stages, we compared romance in magical Florence, with the harsh realities of life and love in unpredictable Cairo.

The webisodes were an immediate hit, with no more than $5k in total spend, the webisodes generated nearly six million views and 22 million impressions. This is in addition to the free media generated from the coverage of the series by various news portals. Finally, Galal Allam signed a new contract bringing back his show in a different format on satellite TV.


Name Company Role
Hesham Ellabban KAIRO Executive Creative Director
Montasser Khalil KAIRO Creative Director
Sameeh Selim KAIRO Head Planner
Mahmoud Dogheim KAIRO Senior Planner
Mostafa Kerdani KAIRO Writer
Nora Aly KAIRO Art Director
Hazem Ragheb KAIRO Graphic Designer
Sarrah Abdelrahman KAIRO Writer
Mariam Abdelgaber KAIRO Writer
Asmaa Yehia Digital Republic Associate Creative Director
Ismail Ternawly Digital Republic Head of Accounts
Hesham Soliman Hama Film Productions Executive Producer
Feras El Quqa Hama Film Productions Producer
Osama Bendary Hama Film Productions Post Producer
Moataz Fahmy Freelancer Assistant Producer
Adham Elsherif Freelancer Director
Amr Magdy Berry Freelancer Assistant Director
Hosny Ali The Garage Sound Studio Sound Design Arrangement
Aly Fathalla Freelancer Music Composer