| Brand | MOBINIL |
| Product/Service | TELECOMMUNICATION |
| Entrant | FP7/CAI Cairo, EGYPT |
| Category | Casting |
|
Entrant Company
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FP7/CAI Cairo, EGYPT
|
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
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Media Agency
|
UM7 Cairo, EGYPT
|
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Production Company
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LIGHTHOUSE FILMS Cairo, EGYPT
|
The Campaign
Control Packages never spoke to the youth before; we had to make a great effort to break through the already well established perception of it being a product to the mass, to being a product that tailors to the youth specific needs. We did this by building our creative idea on a situation that the youth aspired too; A situation free of control, portraying an occasion where authority did not affect them, disregarding orders to make their own decisions and take their own risks. To reflect this creative in a real, humorous and lighthearted way, the coach had to be a good actor yet we didn't want his stardom to be center of the ad nor over shadow the creative. So we featured a well-known celebrity called Akram Hosni known by “Abou Hafiza”who set the trend to the youth jokes, yet we introduced him in a fresh and new character that wasn’t seen before.
Credits
| Ahmed Hafez Youness |
FP7/CAI |
Executive Creative Director: |
| Tameem Youness |
FP7/CAI |
Creative Director |
| Maged Nassar |
FP7/CAI |
Creative Director |
| Sondos Effat |
FP7/CAI |
Account Director |
| Raghda El Maghrabi |
FP7/CAI |
Senior Account Manager |
| Ramy Raafat |
FP7/CAI |
Account Executive |
| Heba Radwan |
FP7/CAI |
Head of Production |
| Inas Nagy |
FP7/CAI |
Producer |
| Ashraf Hosafy |
FP7/CAI |
Producer |
| Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
| Tameem Youness |
|
Director |
| Maged Nassar |
|
Director |
| Thodoris Zacharakis |
|
DOP |
| Assem Ali |
|
Art Director |
| Mona El Tounsi |
|
Stylist |
| Tarek Ali |
Zanad |
Post House |