2016 Winners & Shortlists

IN FOR YOUTH BRAND LAUNCH

BrandVODAFONE
Product/ServiceTELECOMUNICATION
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryUse 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

Name Company Role
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