2018 Winners & Shortlists

Brief Explanation

Carrier created Mona; an envy-made trend-setter that everyone wants to follow. And here comes the question, who is Mona? Mona; the woman that every couple wants to imitate. However, Mona’s character was never revealed to the consumers, only remaining as a point of reference in the conversation. People were asking who Mona was and what she looked like. Her mysterious nature created the initial spark of online engagement and up to this day, people still do not know who she is. And guess what, neither do we! We kept them wondering and we decided not to answer to keep the hype rolling. We changed the AC world communication approach and opted for an engaging in-store piece of content around a couple buying an AC, using a humorous script revolving around the women that is apparently obsessed with Mona asking the salesman about Mona's experience and her desire to experience them.

Our film relies heavily on the cast, our director did a brilliant job in recruiting the perfect heroes that carried our campaign from bottom to sky. The heroes managed to deliver a snapshot of a true replica of a typical modern newlywed couples in their daily life. With a comic spin off on what is perceived to be one of the main arguments between couples. Their sense of humor was on-going that left a smile on the viewers face leaving everyone asking for more. It didn’t stop there; as a reflection of success, our heroes became an iconic Egyptian couple featured in additional ads keeping their carrier-like attitude. Mona remained Mona.