2017 Winners & Shortlists

The Campaign

A Music video Featuring top Egyptian celebrities, public figures & real Burn Victims (as the real heros & celebrities.) The Song Shoof B’Albak’s main aim was to create awareness and help people understand how serious the burns issue is, yet without the traumatizing approach that is commonly used in similar CSR ads. The idea is presented in a colorful and cheerful context with a very happy melody and lyrics speaking on behalf of the burn victims to show what they go through in an untraditional way. The idea of face paint was used to help people visualize the burn scars of the victims as colors & describing the metaphor that beauty within reflects on the outside, urging people to stop judging one another by appearances or get scared off by scars and wounds without even knowing what caused it or why it happened to begin with.

Creative Execution

The Music Video Idea and execution took around a month and a half of preparation and shooting. The idea was to use the face paint as a tool that replaces scars and make them look beautiful in a way that reflects the inner soul of the victim not their appearance. The lyrics was meant to be very emotional and personal. The Music was meant to be upbeat, happy and reflects hope in a modern groovy way to attract different generations. The Art Direction and overall look and feel was meant to reflect color, positivity and good vibes. Lastly, the use of top Egyptian actors, actresses, soccer players, singers, public figures in a way that doesn't show them as the heroes, the burn victims are, made a huge difference in people engaging with the concept.

The moment the song was released it became an instant hit and Ahl Masr now is recognized as one of the top and active NGO's in Egypt that are known for revolutionalizing the sector. Engagement with the cause was unpresedented, celebrities, brands, media, sponsors, partners, you name it all flew in to see how they can support. The song was meant to be online only, but it turned into a national campaign, Egyptian and satellite TV Stations airing it continuously; radio stations playing the song everywhere, Malls playing them on their screens .. etc. Total online plays from different hosts and partners, you are talking around 4-5 million combined (that we can track) it spread everywhere for real. On 3 December 2016, Ahl Masr Foundation, supported by all its partners, highest government officials, diplomats, public figures and burn victims joined hands to lay the foundation of Ahl Masr hospital. https://www.youtube.com/watch?v=301Jq4kJXkA

Ahl Masr Music Video was released to shed the light on the Burn Victims and to raise awareness about the burns issue that is either neglected or people are not aware of its magnitude. Taking a positive approach with a creative twist and featuring top Egyptian celebrities from musicians, actors/actresses, writers and soccer players made a huge impact and was an unconventional way to shed the light & invite people to donate in order to build Ahl Masr Burn Hospital, the world's largest non-profit burn specialized medical complex & research center serving Egypt, the Middle East & Africa.

The strategy was to tell the story on behalf of the burn victims so that people can visualize the amount of external and internal scars they go through. Thus they can embrace them in society by not judging them by appearance. All what it needs is to look at them with your heart not with your eyes. If we succeed in that; then people will be more aware of the issue and will like to take part of the cause in order to build Ahl Masr burn hospital. We also wanted to integrate celebrities from different disciplines that are not just well known, but are also loved by most of the community; in order to give credibility for the campaign as well as make it viral.