2017 Winners & Shortlists



Case Film

Presentation Image

EntrantFP7/CAI Cairo, EGYPT
CategoryUse of Social Platforms
Idea Creation FP7/CAI Cairo, EGYPT
Production FP7/CAI Cairo, EGYPT

The Campaign

Produced in the form of a music video, our creative idea was to give the Egyptian youth full control of our campaign; the same control they had when using our app, Ghaneely. Because the app gave them a wide selection of music options, artists and genres to enjoy whenever and wherever, so too did our campaign. Choreographed at a specific beat per minute, our music video was shot to ensure that any piece of music would work perfectly on the dance moves. Accordingly, our video invited our app users to choose the song they believed best fit the dance, and in doing so, create their own unique versions of our campaign. Therefore, without the engagement and participation of our audience, the campaign would cease to exist and remain music-less.

Creative Execution

To invite people to the experience, The music video was launched on social media music-less, mimicking a popular YouTube trend and inviting audiences to select their own music to best compliment the dance. The teaser led viewers to a microsite that allowed them to experiment with different music choices, selecting from a playlist to create their own unique version of the clip. With over 90K unique sessions on the microsite, and over 110K likes and shares on social media, the campaign garnered more than 20 million views on social media. (try it for yourself through the URL above).

With dozens of fan authored spoofs, the Ghaneely campaign overall reached an estimate of over 20 million Egyptians on social media and through the micro-site. Our consumers actively engaged with an average visit duration of 3 minutes on the micro-site while social media racked up over 200,000 interactions and 15 million views. Ghaneely downloads set a new record for the service ROIs and surpassing the targeted number of downloads by 67.5% (134K downloads), bringing both awareness and brand perception up to their highest since the service's launch.

It’s quite a feat for a mega brand like Orange to opt for a campaign that is led mainly by digital and is purely digital in nature. This campaign was created with social and digital in mind, allowing and depending in fact on interactivity and audience engagement. Enabling easy participation, the campaign was orchestrated to enable user generated content, that would help amplify the campaign impact and make it a success. Tailored to the Egyptian youth, this campaign could not and would not have survived on any other medium.

Insights, Strategy and the Idea

The strategic approach to this brief was to not be defensive! We weren’t going to compare our app to others, we weren’t going to justify why Ghaneely was worth considering. We weren’t going to try to convince those that use other apps to switch. After all, from the smart phone users in Egypt, only a fragment actually used these apps. Instead, we were banking on the vast majority of Egyptian youngsters who still didn’t have a music app on their phones and didn’t know why they would need one. Our plan was to go back to basics and excite audiences about the benefit of having such an app at their disposal. And why was a music app a must? Because YOU CONTROL YOUR OWN MUSIC.


Name Company Role
Ahmed Hafez Youness FP7/CAI ECD
Rami El Kerdani FP7/CAI CD
Moemen EL Siwi FP7/CAI Art Director
Rana Khairy FP7/CAI Senior Copywriter
Sondos Effat FP7/CAI Group Account Director
Raghda El Maghrabi FP7/CAI Account Director
Ramy Raafat FP7/CAI Account Supervisor
Hatem El Rashidi FP7/CAI Account Supervisor
Hanaa Baghdadi FP7/CAI Digital Unit Director
Umar Achraf FP7/CAI Digital Manager
Yahia Hashem FP7/CAI Digital Project Supervisor
Naila Fattouh FP7/CAI Head of Planning
Mostafa Hashish FP7/CAI Planning Supervisor
Heba Radwan FP7/CAI Head of Film Production Department
Inas Nagy FP7/CAI Producer
Moayad El Shenawy FP7/CAI Producer
Tameem Youness N/A Director
Mihai Marius N/A DOP
Wael Alaa NEOBYRD Composer
Fadi Fahim Lighthouse Executive Producer
Ahmed Asem Aroma Editor
Karim Mira Lizard Colorist
Hosny Ali The Garage Sound Designer
Lighthouse Lighthouse Production Company
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