2016 Winners & Shortlists

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.