2016 Winners & Shortlists

IT BELONGS ONLINE MUSCLE MAN

Short List
BrandMOBINIL
Product/ServiceTELECOMMUNICATION
EntrantFP7/CAI Cairo, EGYPT
1 of 2 Campaign
CategoryCasting
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT
Media Agency UM7 Cairo, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

The Campaign

Millennials share every part of their life on social media, and this excessive sharing leaves us with a few interesting stories, and an abundance of rather trivial and annoying content. While we can tolerate these things online, they would not be tolerated in real life. This insight is what triggered the idea that some things belong online, and Mobinil's new offers help keep them where they belong. Our campaign starred a group of college friends that each represented a different social media stereotype. So in addition to looking for good actors that would properly portray the stereotype, we also had to make sure they were fresh talents that all looked like they were good friends. The casting process involved auditioning over 600 different talents in their various combinations to come to the final cast of 5 strangers, who would ironically end up becoming actual friends.

Credits

Name Company Role
Ahmed Hafez Youness FP7/CAI Executive Creative Director:
Rami El Kerdani FP7/CAI Associate Creative Director
Menna El Kiey FP7/CAI Senior Copywriter
Moemen El Siwi FP7/CAI Art Director
Rana khairy FP7/CAI Copywriter
Mostafa Abdelmawla FP7/CAI Graphic Designer
Fadila El Assiouty/Nour Abdel hamid FP7/CAI Copywriter
Sondos Effat FP7/CAI Group Account Director
Raghda El Maghrabi FP7/CAI Account Director
Ramy Raafat FP7/CAI Senior 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
Omar Hilal Light House Director
Mohamed Diaa Light House Art Director
Wael Alaa Light House Music
Dina Nadeem Light House Stylist
Ahmed Hafez Aroma Edit and Post Production
Hosny Ali The Garage Sound Design Arrangement