2016 Winners & Shortlists

Creative Execution

Initially, in no time, a wave of generosity was filling the streets as participants, including public figures, urged others to join the movement, filling Cairo with compassion that was spreading on ground and on social media. People started to capture the utilities placed in streets and post it on Facebook using the hashtag #Anonymous_Giver, which resulted in around 18.3 million impressions across main social media, and supported by over 5 million video views.

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.

Mobinil is Egypt’s first telecom operator with a customer base of around 33 million, an iconic brand that have stood for being “always together” with the people and whose equities, like no other, are highly rooted from Egyptians’ sense of belonging and patriotism. Given that relationship the brand has with its customers, no other brand would have fitted for this people-centric initiative. Due to the political upheaval in the country, which also witnessed a lot of economic instability, Egyptians were becoming quite self-centered amid an unpromising future; unlike their traditions, people were no longer willing to help each other. But believing in that Egyptians always stood for being stronger together and that acts of goodness are contagious, Mobinil initiated #Anonymous_Giver campaign to retrigger Egyptian’s sense of unconditional giving.