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
The music composition was a bit challenging as most of the celebrities we had were professional actors vs. singers.
Accordingly the music composition was a challenge as we had 10 celebrities most of which don’t have the best voice and many sang for the first time ever. Accordingly we had to compose a piece of music that is tailored on each and every Celebrity’s vocal capabilities through and a tune that matches their voice.
Despite the prior challenges our brand song not only became the hit of Ramadan but also ended up being a summer song that reminded people of their family, this was most prominent given that it was played in many clubs and events.