2018 Winners & Shortlists

The Campaign

You want Egypt to qualify to the world cup, cheer for Ghana.

Creative Execution

Two copies were created showing Egyptian students singing national songs. The first one substituted Egypt with Ghana in one of Egypt's most famous and beloved national songs “Egypt Is My Mother”. The second showed the students singing the Ghanian national anthem. The ads were aired two days before Ghana’s game.

The ads became a sensation with football fans across the country sharing them on social media with the hashtag #Ghanaismymother taking over all the Egyptian football feeds.

This showcases an entertainment placement with a relevant message at the time.

We launched the campaign two days prior to Ghana vs Uganda game asking Egyptians to cheer for Ghana.