2017 Winners & Shortlists

The Campaign

We host 3 boys and 4 girls to test how big their love for Mommy is. Each child spends one hour on set. He / She is interviewed with a set of fun questions. After the interview is completed, a Genie comes to offer a gift with one condition: take the kid’s mom. Genie walks on set to walk away with Mom, who willingly obliges to grant the child's wish. The child’s reaction to the trade-off is captured, letting us find out what his/her choice will be.

Creative Execution

Implementation created a warming up session with the kids one day before shooting while art director prepared the set and the location On the shooting day we scheduled different shooting times for all the kids and their mothers. • Timeline 2 weeks preparations, 1 shooting day (10 hours), 3 days for editing and coloring • Placement the video was posted on all Etisalat Misr Social media channels (Facebook, Youtube, Twitter & Instagram) • Scale The video achieved great results organically reaching out to 3M users within the first day/hours of launching it organically.

Reach: 7,817,942 Engagement: - Views: 3,130,238 - Likes: 139,186 - Shares: 45,262 (highly above average) - Comments: 24,433 Impact: The Facebook fan page of the brand has increased 6K fans above their average rate.

Celebrating a very special event with the brand audience in an entertaining subtly branded approach. The brand is present only via brand colors in the art direction, props and costume. The story is being subtly told by kids in a fun, simple and very adorable way winning the heart of every single viewer. It shows indirectly how Etisalat Misr is a brand that cares about its audience in all different occasions and talks to them from the heart. It is a piece of uniquely branded content in a very entertaining approach. You can't help but watching it till the end.

The strategic approach was based on showing the genuine warm adorable reactions of the kids while talking about their mom's vs. the shocking impression on their faces when told that they have to choose between either taking the gift or keeping their moms. The diversity of innocent kids reactions towards different emotional experiences and show subtly how valuable every mom is to her kid no matter what appealing options are offered. Having kids present in the video with genuine reactions and attitude was meant to capture viewers' attention from the first moment to continue the video till the end delivering a strong emotional message from the brand to the audience.