Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Ambient Media: Large Scale |
Entrant Company
|
LEO BURNETT CAIRO, EGYPT
|
Advertising Agency
|
LEO BURNETT CAIRO, EGYPT
|
Media Agency
|
UM7 Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
Brief Explanation
The film starts on a young man initiating a wave of good-acts as he places an old repaired fridge in the street using the message “#Anonymous_Giver, fresh meals for free”. As the initiative goes viral, other acts of goodness are then captured throughout the first part of the film, reflecting what had happened on ground for real…
Introducing then the hashtag #Anonymous_giver_sing_for_good, the film features crowd-sourced underground musicians who, in least expected times and places, sang to the Egyptian public.
Stemming from the belief in “paying forward,” the film ends on the same young man who had initiated that wave of unconditional giving to see that the idea has become the talk of town.
Creative Execution
Before Ramadan the hashtag #Anonymous_Giver was placed on on different utilities in streets and alleys of Egypt. This unbranded act made people wonder who was behind these acts of goodness, which stayed for two weeks, and during these two weeks people were triggered by this initiative and started to participate in the acts of giving by placing food in fridges or putting racks of clothes.
Then during Ramadan and after Ramadan, when Mobinil revealed itself that it was behind the hashtag #Anonymous_Giver, people were surprised and continued participating in these acts, as well as Mobinil.
Results
With around 18.3 million impressions across main social media, and supported by over 5 million video views, #Anonymous_Giver not only became the talk of the town during the month of Ramadan, but it also witnessed significant cases of change in behavior as additional, people-led acts of goodness were spreading in the country, triggered by Mobinil’s initiative of giving unconditionally.
Credits
Bechara Mouzannar |
Leoburnett-cairo |
Chief Creative Officer |
Amr Darwish |
Leoburnett-cairo |
Managing Director |
Mohamed Fouad |
Leoburnett-cairo |
Creative Director |
Osama Arnaouty |
Leoburnett-cairo |
Creative Director |
Tarek Metawe |
Leoburnett-cairo |
Art Director |
Ahmed Soliman |
Leoburnett-cairo |
Art Director |
Khaled El Sherbiny |
Leoburnett-cairo |
Copywriter |
Mohamed Abu Eleneien |
Leoburnett-cairo |
Account Director |
Amr Ammar |
Leoburnett-cairo |
Account Director |
Seif Ismail |
Leoburnett-cairo |
Account Manager |
Mohamed Yousri |
Leoburnett-cairo |
Planning Director |
Karim Khodeir |
Leoburnett-cairo |
Agency Producer |