2016 Winners & Shortlists

#ANONYMOUS_GIVER

BrandMOBINIL
Product/ServiceTELECOMMUNICATION
EntrantLEO BURNETT CAIRO, EGYPT
CategoryAmbient 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

Name Company Role
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