2016 Winners & Shortlists

The Campaign

Our film touch points on the fact that Egyptians are living a fast paced busy life; they are seeing less of each other these days trying to keep up with their life demands. Acknowledging this fact and its effect on their family ties, this Ramadan we are inviting Egyptians to pick up the phone, connect, and share a moment with their family. Through an entertaining song showcasing the campaign point of view; Power to your family. The song showcased famous Egyptian celebrities in a contextual manner, having them featured as busy people taken away from their fellow family members, who also happen to be busy celebrities themselves. And despite their busy lives they still connect with each other through our telecom services.

Creative Execution

Our song showcased 10 Mega celebrities in a contextual manner, having them featured as busy people taken away from their fellow family members, who also happen to be busy celebrities themselves. Written and crafted, the song clip tapped into moments these celebrities lived as brother, sister, mother, daughter, father, son, husband, wife…. To achieve the above the director had to study these celebrities’ lifestyles to assure portraying a story that would be believable by their audiences. While having a clear understanding of Egypt's culture and Ramadan traditions. Nonetheless, handling these mega stars was not an easy job given their status, experience, and demands. Each celebrity was handled as if our song was only his, to assure best outcome. On another note, our board was challenging as we had to showcase each family member in his own life, which entailed creating a unique setting and atmosphere per celebrity. Accordingly we had 10 different set ups all over Egypt that needed to be differentiated yet in harmony with each other, maintaining a stunning look and feel