IN FOR YOUTH BRAND LAUNCH
Brand | VODAFONE |
Product/Service | TELECOMUNICATION |
Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
Category | Use of Original Music |
Entrant Company
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Advertising Agency
|
J. WALTER THOMPSON CAIRO, EGYPT
|
Media Agency
|
MEC GLOBAL Giza, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
The Campaign
The film is a big musical video, where five of the most ranked artists of Egypt sang the sub brand’s anthem “without you, it’s incomplete”, all with hip beats of each brand that were supported by cool illustrations that followed the artists in the video. The artists are revealed one after the other to keep a sense of surprise for the audience before they all sing together at the finale of their mash up.
Creative Execution
Given our diverse youth target and due to the fact that Egyptian youth have different tastes in Music. We created a piece of music that cater to the most prominent genres loved by our target, with 5 different bands each having their own style and genre. We composed an anthem unique to this generation; meshing up together Rap, hip-hop, Electronic, vocals, and sha’aby. The challenge here was to bring together 5 different genres in one song that conveys our brand point of view, yet in harmony that would be a surprise element for our youth generation where they listen to all their loved genres in 1 mash up.
Credits
Mai Azmy |
J Walter Thompson Cairo |
Managing Director |
Shahira Akel |
J Walter Thompson Cairo |
Business Director |
Hisham Ghamrawy |
J Walter Thompson Cairo |
Account Executive |
Mohamed Hammady |
J Walter Thompson Cairo |
Executive Creative Director |
Hassan El Sada |
J Walter Thompson Cairo |
Account Manager |
Wessam Sallem |
J Walter Thompson Cairo |
Copywriter |
Amir Adib |
J Walter Thompson Cairo |
Planner |
Nader El Said |
J Walter Thompson Cairo |
Senior art director |
khalil el Shorbagy |
J Walter Thompson Cairo |
Art Director |
Reem Megahed |
J Walter Thompson Cairo |
Head of production |
Shady abdelaziz |
J Walter Thompson Cairo |
Agency Producer |
Mayar Makhlouf |
J. Walter Thompson Cairo |
AV Producer |
Fadi Fahim |
light house |
Executive Producer |
Alaa El Dafrawy |
light house |
Producer |