2018 Winners & Shortlists

The Campaign

After 28 years of waiting, qualifying for the world cup is all about that single moment; the second the last whistle of the match is blown with the score in Egypt’s favor. In that moment, an indescribable feeling more than 41% of the population never experienced, would overcome every Egyptian. 98,688,412 individuals in the same country or living abroad, all sitting in front of a screen, watching the same event, waiting for one density. That moment was the core of the idea; taking over every platform covering the game and being the first thing, they hear and see the moment we qualify. Taking over that moment with a celebratory song, that needed a unified voice. A voice that represents that nation, that is familiar to every Egyptian ear, and loved by the whole region, telling the story of a moment, and starring only its people.

Creative Execution

Our launch date was that moment. That first, second then third whistle with the score in Egypt’s favor was the literal start of our ad. With an overview of Cairo rather than the stadium, switching to every home, street, hospital or entity in the celebratory second of knowing that we’ll be in Russia in June 2018. On every digital and social media platform, every television channel, every radio station and every street, our song was the first thing Egyptians heard or saw. Capturing identical celebratory moments as they happened in real life, using real people and emotions, we made every Egyptian in every part of the world, feel at home. Using the one and only familiar voice of Egypt, musical artist Amr Diab, we expressed every individual’s feeling in an up-beat, happy and emotional song, sponsored by Vodafone and Pepsi, as a gift for every Egyptian.

• 2,000,000 organic views in 3 hours. • 7,600,000 people reached in 1 week. • Trending on YouTube & Twitter. • Free PR Coverage worth 8,911,525 EGP • Song played in broadcasted shows as the celebratory tune for qualifying. • Full audio-visual campaign was used organically in the official Presidential Honoring Ceremony for the National football team. • Song planned to be played in July in Russia in a concert held by Amr Diab celebrating our part in the World Cup.

Our target had no age, gender, demographic or social or income restriction. It did not matter if your telecom provider was Vodafone or if your favorite coke beverage was Pepsi. Our target all Egyptians, living in it or in a different continent. We wanted to share a happy moment, with every single national individual, in real-time, and capturing the emotion that we haven’t experienced for too long and might experience for four years. While sharing this moment on local and regional television channels, radio stations and literally on the streets was a core momentum we wanted to capture, we wanted to reach out for every Egyptian living abroad and share the same moment with them, allowing them to experience it as if they are home. We wanted to turn our song from a campaign to a national anthem. And every digital and social platform was our access and reach gateway.