2017 Winners & Shortlists


Product/ServiceWHITE GOODS
EntrantTNA Cairo, EGYPT
CategoryDurable Consumer Goods
Idea Creation TNA Cairo, EGYPT
Idea Creation 2 DDB EGYPT Cairo, EGYPT
Media Placement TNM Cairo, EGYPT
Production TNP Giza, EGYPT

Brief Explanation

Fresh, a home appliances brand, wanted to introduce its latest fridge to the masses. In the world of home appliances, functionality is the key to increase sales. The insight: It is very common that if anything goes wrong to the daily used home appliances, and they work poorly for any reason. People reach a very high level of anger and frustration, which can lead them to seek revenge from these machines. In simple words, they will come up with ways to humiliate these machines. Fresh message is basically telling people that if their fridge is not working properly anymore, they should get Fresh, while adding a twist that they don’t have to get rid of their old fridge, yet create some other proper job for it by turning it into something useful. The ad aired in the month of Ramadan, the Super Bowl of the Egyptian media especially television media.


Name Company Role
Akram Negm TNA.DDB Creative Director
Hashem El Sokkary TNA.DDB Creative Director
Yasmine Emad TNA.DDB Senior Copywriter
Basel El Deeb TNA.DDB Head of Creative/Managing Partner