2018 Winners & Shortlists

CAIRO REIMAGINED

BrandTAJ CITY
Product/ServiceREAL ESTATE
EntrantHUG Cairo, EGYPT
CategoryCo-Creation & User Generated Content
Idea Creation HUG Cairo, EGYPT

The Campaign

Rather than show grandiose photos of the developments they had in mind, Taj wanted to show that it had the community in mind. They promoted the social campaign “Cairo Reimagined” and asked the public how and where they saw the development and beauty of Cairo. It was a call to action that asked the public of Cairo to reimagine their city through the creative arts and express what they appreciated or would like to see. Taj City thus became a sympathetic ear working alongside the community rather than dictating to it.

Creative Execution

We started the conversation by remaining purposefully anonymous. We launched with social media posts under the name of “Cairo Reimagined” and then asked the public for their own submissions. These submissions were followed by #CairoReimagined and lived on their own Facebook and Instagram profiles. Taj City is currently preparing on bringing the public’s reimagining of Cairo to life through creative installations around the city.

The public took their inspiration cues and quickly the campaign started growing organically. We had 215 creative submissions. Over 130,000 genuine interactions. 62,033 likes on Facebook and 5,174 followers on Instagram. More importantly, Taj City has successfully relaunched its brand as one that listens to the people of Cairo and has positioned its vision alongside theirs.

The public of Cairo are flooded with real estate developments showing their vision for the future of the community. Investors are predominantly people who know Cairo very well. Most commonly they have grown up living in the city and seen the changes the city has made over time. Taj City wanted to take a different approach. It wanted to align its vision of Cairo alongside the people’s vision of Cairo themselves. Opening up the campaign to social media responses was the perfect platform to have such a discussion.

Credits

Name Company Role
Mirna El Saharty Hug Account Director
Sarah Yehia Hug Senior Account Manager
Youssef Roshdy Hug Account Executive
Ramy Kandil Hug General Manager
Shaimaa El Hout MNHD Marketing Director
Simon Reid Hug Executive Creative Director
Nassim Wahba Hug Head of Creative
Ahmed Adel Hug Art Director
Bassem Raafat Hug Art Director
Dina Deyab Hug Social Content Creator
Raghda Medhat Hug Social Content Creator
Mai Ezz Hug Social Moderator
Monia Hegazy Hug Senior Graphic Designer
Moataz Khater Hug Junior Graphic Designer
Manal Ammar Hug Junior Graphic Designer
Garir Mohamed Hug Senior Graphic Designer
Omar Fathy Hug Junior Graphic Designer
Sara Al Amir Hug Graphic Designer
Omneia Naguib Hug Senior Graphic Designer
Hany Adel Hug Senior Animator & VFX Artist
Taher Gamal Hug Videographer
Osama Selim Hug Photographer
Links
Social Media URL