2016 Winners & Shortlists

The Campaign

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

Production was extremely big in terms of budget, shooting days, locations, cast, wardrobe and edit. We had a total of 10 mega celebrities mixed of actors and singers; all of them were top class. The campaign's budget overall was extremely high given the amount of celebs and their profile We had to make sure that our timings match their timings as most of them were busy prepping or shooting their Ramadan series. We also had to shoot in various locations across Egypt. Production team needed to set up all 10 locations with the setting that would fit it's celeb and their profile, yet assuring that each location maintain the same stunning look and feel. One of the challenges we’ve also faced for instance; there were some conflicts between two of the celebs, production team had to make sure that their recording sessions and shooting days weren’t the same day to avoid any negative conflict. By nature, mega celebrities always request and demand a lot, we’ve faced a lot of back and forth with their wardrobe as each piece of their outfit had to be from their preferred designer.