2016 Winners & Shortlists

Creative Execution

We wanted to create a platform, a space of sorts where youth could CONNECT and ENGAGE, by giving them cost-effective access to Internet and calls, so they could REACH their friends, listen to their favorite bands and browse the web. So we bought together five of Egypt’s biggest underground bands to make an ANTHEM unique to this generation. Meshing together Rap, Hip Hop, Electronic and vocals. Fast-forward to the launch of our song “It Won’t be the Same Without You”

The results were incredible, Overall we've reached 6.5 million views 2.5 million Facebook Likes 50 thousand Facebook shares 7,500 thousand Instagram Followers 15,000 YouTube Subscribers It didn’t stop there.... We then sent our bands on tour around the country, where they played concerts to packed audiences in Cairo, Ismailia, Minya and other local countries. Currently, we have reached 838K subscribers to our unique IN network.

With a whopping 90 million citizens Egypt is the most populous country in the Middle East. Over half of the population is under 25. The 16-25 age groups or ‘the youth’ are the most globalized generation the country has ever seen. They live on the Internet. They’re connected, they’re opinionated and they’re diverse. Best way to grab their attention was through music. Underground music scene in Egypt has exploded with a number of bands gaining widespread popularity, connecting to our target audience with lyrics that articulated the dreams. We wanted to highlight the generational shift between the youth and their parents, and the power they hold within them to change, and to create the world around them. And what better way to do that than through the medium most important to this generation.