2016 Winners & Shortlists

The Campaign

Chiclets is a heritage brand that has been existing in the Egyptian market for more than 20 years and top of mind regardless no communication. Chiclets came back tapping on the conflict of generation between all teenagers and their superiors (Parents, teachers, or any other), supporting their way of having fun, without being judgmental or critic, under the brand idea; nothing is everything. It was translated in two different fully fledged interactive campaigns, first was Championship of nothing, and second was The Art Gallery of the Nothingness. We had to come up with a continuation campaign idea, which was; The nothingness union; in line with the current political situation in Egypt, teenagers don't really care, all what they do, is criticize conflicts on TV shows and make fun and online memes out of it. We decided to launch our own political party, discussing the nothingness issues, classified into different important files, and each participant decided to run for the leadership of each file, submitting on an online application on our Facebook page, a photo with a selling line for the campaign, and votes (Likes) show us who is the winner.

Aside of how much our fan base grew online, reaching almost 1 million fan, reaching almost 3K likes, almost 2K comments, and almost 2K shares. In the middle of the clutter of many online communications and on TV, as the season was in Ramadan (Egyptian Superbowl). The amount of hype, engagement, and memes developed were great, and were exactly what is needed from such campaign.