2017 Winners & Shortlists

Brief Explanation

In a self-obsessed world where everyone feels the urge to broadcast, and often exaggerate, their lives over social media, Tecno’s C9 phone that takes the Highest-Res selfies could expose you a little more than you expected. To best illustrate our concept, as well as cater to an extremely limited budget, we didn’t shoot a commercial, we just shot a selfie… a very detailed selfie! In this copy, a guy takes a selfie that’s supposedly in #London with his dog #Vicky.

Results

For all the big brands in the market, Ramadan, the Egyptian superbowl, is a battle of celebs, musicals, CGI and stopping power, every second of media costs an arm and a leg; brands go all out to stand out… It’s all about the money! So when Tecno, a low tier Chinese mobile brand with under 1% market share, decided to launch its latest smartphone the C9, standing out at this time of the year was a huge challenge. But what was a bigger challenge was having to do that with almost no money to shoot and air a TV campaign. That’s why we were forced to make a choice with what little budget we had: either shoot a commercial, or air a commercial. So we decided not to shoot a commercial… Instead, we just shot a still picture, or more precisely: a selfie!