2017 Winners & Shortlists

NOTHING BEATS THE ORIGINAL

BrandPFIZER MIDDLE EAST
Product/ServiceVIAGRA
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryOnline: Fiction & Non-Fiction
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Production GREAT GUNS London, UNITED KINGDOM
Additional Company FRAMESTORE London, UNITED KINGDOM
Additional Company 2 NINETEENTWENTY London, UNITED KINGDOM
Additional Company 3 GRAND CENTRAL SOUND STUDIOS London, UNITED KINGDOM

The Campaign

We created fictional character Magdy, a likeable guy, who lives in a slightly delusional life of a DIY superstar. Not having the means to afford the lifestyle of the rich and famous he gets by with copies and stories. But even a person like Magdy knows that when it comes to the bedroom you can only trust the original. Here things get serious.

Creative Execution

The execution consisted of a short form mockumentary that was shot in a fictional house.

The film only just launched.

This film is a satirical form of documentary exploring the world of a fictional character that we invented for this campaign. It’s intention is of pure entertaining nature.

The strategy was to conquer perception change through comedy for a wide sharing effect. The video was seeded only as a form of entertainment and was accompanied by a whole universe of elements that made Magdy’s life almost come to life for real with his own personal website for example.

Credits

Name Company Role
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Ramzi Moutran Memac Ogilvy Dubai Executive Creative Director
Sascha Kuntze Memac Ogilvy Dubai Creative Director
Sascha Kuntze Memac Ogilvy Dubai Copywriter
Karen Kamel Ogilvy CommonHealth Business Director
Olfa Khechine Ogilvy CommonHealth Account Manager
Tarek Radwan Ogilvy CommonHealth Account Executive
Omar Hilal Great Guns Ltd. Director
Laura Gregory Great Guns Ltd. Executive Producer
Tim Francis Great Guns Ltd. Producer
Kojo Abban Great Guns Ltd. Producer
Quim Miquel Great Guns Ltd. D.O.P
Ahmed Tarabily Great Guns Ltd. Editor
Steffan Perry Framestore London Colourist
Chris Anthony Framestore London Producer
Ryan Hadfield nineteentwenty VFX Supervisor
Sally Pritchett nineteentwenty Producer
Anders Singh Vesterdahl 10db Composer
Aaron Taffel GCRS Sound Designer
Paul Shearer Memac Ogilvy Copywriter