2016 Winners & Shortlists

Brief Explanation

In Egypt unemployment is skyrocketing with over 13 million (mostly youth) unemployed, the National Bank of Egypt, being Egypt’s people bank, decided to re-launch its small and medium enterprises loan system to encourage easy term loans to support the economy. It was important to use humor to break the ice between the bank and Egyptians whose income is low enough to keep them away from ever entering a bank. We used a humorous approach to draw our target to get a loan, and start a small business of their own doing a job they like. We built our creative concept on the insight, that due to unemployment, young Egyptians are compelled to work in any available job to make a living. Most of these jobs are usually of low income and completely irrelevant, to both their passion and field of study. The results: The campaign was a massive hit in Ramadan, the highest viewership month of the year (a one month super ball event if you may) . The copies were viraled as jokes, comics and has been amended by the public to convey political jokes and social critiques during our political turmoil.