BECOME THE LION YOU ONCE WERE
| Brand | EVA PHARMACEUTICALS |
| Product/Service | VIRECTA (THE GOLDEN BOX) |
| Entrant | TNA/DDB EGYPT Cairo, EGYPT |
| Category | Creative Effectiveness |
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Entrant Company
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TNA/DDB EGYPT Cairo, EGYPT
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Advertising Agency
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TNA/DDB EGYPT Cairo, EGYPT
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Media Agency
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TAREK NOUR MEDIA Cairo, EGYPT
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Production Company
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TNP Giza, EGYPT
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Brief Explanation
Sad, but true. Sex is a taboo topic in the middle east, especially for our low income target. Despite that, sex has a universally agreed importance. A man whose wife doesn't respect, is very likely to be anything but a lion in the bedroom. We used women's perspective to entice men to become the lions they once were. The hype the campaign made was massive, with the brand awareness increasing beyond the target in very little time. The campaign aired on 2 bursts during one year and achieved 75% sales as opposed to the targeted 10%.
Credits
| Basel El Deeb |
TNA (Tarek Nour Advertising) |
Managing Director - Head of Creative |
| Akram Negm |
Tna (Tarek Nour Advertising) |
Associate Creative Director |
| Hashem Sokarry |
TNA (Tarek Nour Advertising) |
Associate Creative Director |
| Hazem El Saadani |
TNA (Tarek Nour Advertising) |
Account Director |
| Mahmoud Khattab |
TNP (Tarek Nour Production) |
Head of Production |
| Hagar Ewais |
TNP (Tarek Nour Production) |
Executive Producer |
| Ali Ali |
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Director |