2020/2021 Winners & Shortlists


Silver Lynx
Product/ServiceCSR PROGRAM
EntrantFP7 McCANN Cairo, EGYPT
CategoryStrategic Transformation
Idea Creation FP7 McCANN Cairo, EGYPT
Media Placement MAGNA Cairo, EGYPT


With the never-ending economic crisis in Egypt, there’s a heightened sense of social responsibility among Egyptians. They have become more inclined to choosing brands that have an impact on the community and are socially responsible. And so, in an extremely cluttered market where consumers are bombarded with a barrage of offers, messages and promises from food brands, Knorr, a food solution brand from Unilever, was aiming to earn its role in the Egyptian homes by increasing its relevance to the Egyptian community, establishing itself as a brand that was socially responsible too. Now, for years, Knorr in Egypt, has been tackling the issue of hunger through various food donation initiatives. Yet, no one paid heed to what Knorr was doing beyond those receiving the food donations. It was time, for Knorr, to transform the way it made an impact in Egypt.

The Interpretation of the Challenge (30% of vote)

Owing to the economic crisis' debilitating impact, poverty across Egypt hit a new high resulting in a hunger crisis affecting millions of men and women, leaving them in dire need for food and income to provide for their families’ most basic human needs. Unfortunately, just like Knorr’s and other organizations’ donation drives, the underprivileged are always at the mercy of if, when and how much donors are willing donate, leaving them in a constant state of insecurity, instability and hunger. How could Knorr transform the model of donations in Egypt to transform their lives, for good?

The Insight / Breakthrough Thinking (30% of vote)

Instead of “Knorr is donating to Egyptians”, we wanted people to think: “Knorr is solving for Egyptians.” We used an untapped insight in Egypt: "If you give someone a fish, you feed that person for a day. But, if you teach someone to fish, you feed that person for a lifetime." And build our strategic transformation on, shifting from feed those living in poverty and hunger by giving them food donations, that helped them today, to empowering those living in poverty and hunger by enabling them to grow their own food, that will help them today and in the future.

The Creative Idea (20% of vote)

Through Knorr's Rooftop Farms, we converted concrete and sand buildings with no place to grow food, into green and flourishing rooftops with farms to grow food. The idea transformed the lives of the underprivileged in Egypt’s cities by creating a new transformational business model for Knorr that was sustainable and profitable for them, and in turn, we also transformed the dry and arid landscape of Egypt’s cities into lush rooftop farms full of vegetables. Working with German engineers and hydroponic technology, we created fully sustainable food-generating farms, placed across buildings in Egypt, operated by underprivileged farmers themselves. All the food produced, was purchased by Knorr, giving the rooftop farmers a new sustainable source of income. We promoted the rooftop farms through Outdoor Murals, Films, Social Media and PR. Facebook joined the cause through a Hack for Good and came up with ideas to further promote and support the rooftop farms.

The Outcome / Results (20% of vote)

Uncovering an interest in sustainable farming, it caught the attention of Egypt’s largest NGO, Misr El Kheir. Within a month, Misr El Kheir partnered with Knorr to scale it to a 100 more rooftops. Leading news and media channels endorsed and propagated the idea giving Knorr free earned media worth $3.5 million. With the word of mouth, endorsements and partnerships, this topic was discussed in the Egyptian parliament and with the signing of a Presidential Bill, the rooftop farms initiative from Knorr was transformed into a nation wide initiative of its own as part of Egypt’s sustainable development plan. With +2.5% uplift in brand awareness, + 23.1% in turnover vs. the year prior, and +19% growth in volumes vs. the year prior, Knorr in Egypt became the fastest growing food business and the 4th largest food business in Unilever’s portfolio, globally.


Name Company Role
Karim Ayesh FP7 McCANN Cairo Executive Creative Director
Ahmed Waheed FP7 McCANN Cairo Creative Director
Sherif Fouad FP7 McCANN Cairo Associate Creative Director
Alaa Yasseen FP7 McCANN Cairo Copywriter
Farah Abbas FP7 McCANN Cairo Graphic Designer
Marize Sami FP7 McCANN Cairo Head of Digital
Yasmine Shehab FP7 McCANN Cairo Account Director
Lamis Saleh FP7 McCANN Cairo Account Manager
Nada Afifi FP7 McCANN Cairo Senior Account Executive
Tahaab Rais FP7 McCANN MENAT Regional Head of Strategy
Yosr Khalifa FP7 McCann Cairo Associate Strategy Director
Inas Nagy FP7 McCANN Cairo Senior Agency Producer
Reem Mohamed FP7 McCANN Cairo Assistant Agency Producer
Yara Hassan Fekr Productions Executive Producer
Rana Hassanein Fekr Productions Producer
Adham El Sherif NA Director
Ashraf Gaber NA DOP
Adham El Helaly NA Art Director
Ammar Abou Bakr Heitan Mural artists
Khaled El Kammar Khaled El Kammar Music Studio Composer
Hosny Ali The Garage Sound Designer