2018 Winners & Shortlists


EntrantFP7/CAI Cairo, EGYPT
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement UM MENA Giza, EGYPT

Brief Explanation

Back In the day, when local brand Mobinil was the 1st telecom operator in Egypt, they had a ringtone service called Ghaneely that allowed subscribers to choose different ringtones. But when global brand Orange took over, Ghaneely needed a complete new relaunch, not as a ringtone service, but as a brand new music app, one that would not only bring in new business from a younger target, but one that would also benefit the overall brand image. This campaign shows how the new Ghaneely helped reposition Orange as a young, progressive brand instead of an old, tarnished one. By producing a music-less music video, Orange’s Ghaneely gave youth full control of its campaign. Choreographed to a specific beat per minute, the video allowed audiences to choose the quirkiest, coolest, funnest songs out there and match it perfectly to the dance moves, creating their own, unique versions of the campaign. All of a sudden, the campaign wasn’t about your basic consumer engagement, it was about providing our target with content they could OWN! Content they created. Content that would allow them to flex their creativity, their individuality. Managing to turn the mediocre app into an online trending challenge, Orange’s Ghaneely campaign relied solely on the youth’s willingness to make it come to life!


Name Company Position
Ahmed Hafez Younis FP7/CAI Executive Creative Director
Rami El Kerdani FP7/CAI Creative Director
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 Strategic Planning
Mostafa Hashish FP7/CAI Planning Manager
Heba Radwan FP7/CAI Head of Film Production Department
Inas Nagy FP7/CAI Producer
Moayad El Shenawy FP7/CAI Producer
Tameem Youness Lighthouse Director
Mihai Marius Lighthouse DOP
Wael Alaa Byrdkill Composer
Fadi Fahim Lighthouse Executive Producer
Karim Mira Lizard Colorist
Ahmed Asem Aroma Editor
Hosny Ali The Garage Sound Design
Video URL