2016 Winners & Shortlists

The Campaign

Chiclets is a heritage brand that has been existing in the Egyptian market for more than 20 years and top of mind regardless no communication. Chiclets came back tapping on the conflict of generation between all teenagers and their superiors (Parents, teachers, or any other), supporting their way of having fun, without being judgmental or critic, under the brand idea; nothing is everything. It was translated in two different fully fledged interactive campaigns, first was Championship of nothing, and second was The Art Gallery of the Nothingness. We had to come up with a continuation campaign idea, which was; The nothingness union; in line with the current political situation in Egypt, teenagers don't really care, all what they do, is criticize conflicts on TV shows and make fun and online memes out of it. We decided to launch our own political party, discussing the nothingness issues, classified into different important files, and each participant decided to run for the leadership of each file, submitting on an online application on our Facebook page, a photo with a selling line for the campaign, and votes (Likes) show us who is the winner.

Creative Execution

We used a very famous online blogger "Al Khalil Comedy" he calls himself; he is famous for his none sense and dark humor videos, that people laugh for how lame and nonsense it is, they even make memes about and which served our purpose, showing that we need to unite for the right way of doing the nothing fun, showing Al Khalil Comedy being electrocuted, which by consumers later created consumer driven memes and so much engagement about how much people are happy we electrocuted him.