2020/2021 Winners & Shortlists


CategoryCo-creation & User Generated Content
Media Placement MAGNA Cairo, EGYPT

Why is this work relevant for Entertainment?

TRESemmé is a brand with purpose which is equipping women to make their presence count. In October, we highjacked “El Gouna Film Festival” (GFF) where all the starts flaunt their fashion trends and hairdo’s. Our campaign “Steal the lights” gave the chance to our target to make their presence truly count. We picked 5 of them to feature their passion for fashion at GFF & produced their sketch dresses by one of the leading local fashion designers in Egypt. Displaying them at the heart of GFF in fashion avenue.


With women being bombarded with tons of empowerment messages, how can TRESemme’s brand purpose stand out from all the clutter? We wanted to not just preach our purpose but also practice it. Taking the philosophy of the brand a step further than its functionality, enabling it to act as a facilitator to allow the destiny shapers to make their presence count, bringing them firsthand brand experience. While utilizing our global heritage of being involved with New York Fashion week.

Describe the creative idea

TRESemmé has sponsored GFF in 2018 succeeding to prove our presence among all the other sponsors. Yet, with a new round of the festival we needed to take things up a notch. With the brand purpose as the main essence of the campaign we wanted to grant our destiny shapers the chance to steal the lights of GFF. We wanted to give them a true brand experience while expressing presence. We challenged them to put their best and most authentic self forward showcasing their passion for fashion to steal the lights and be the talk of town. We called for all fashion enthusiast to send us their dresses sketches for a chance to have them produced by prominent Egyptian fashion designer Noureen Farah. Not only that but also display them at the Fashion Avenue for all the stars to view and have our destiny shapers act as trend setters.

Describe the strategy

Since our destiny shapers have a gogetter attitude, we wanted to empower this by allowing them the chance to flaunt their passion for fashion through our steal the lights competition. For the larger audience we fed their sense of pride of being a source of knowledge and experience to others by bringing the festival behind the scenes first to them. Keeping them up to speed with the GFF activities and give them an all-inclusive festival experience. Watching the hair dos of the stars before they hit the red carpet. We created content that was thumb stopper and opted to mobile first. Flaunting our onground activities on social media; the “Stars Salon” experience with El Sagheer, or our blow dry bar welcoming walk-ins. In addition to having first hand brand experience through our makeup filter that brought the glam of the festival to the comfort of their homes.

Describe the execution

We started out with a simple FB post with a fashion aesthetic that called out for all aspiring designers to submit their sketches for a chance to have them produced by prominent fashion designer Noreen Farah & be showcased in the star studded event. We built awareness by a series of follow up FB posts & a YT masthead. To ride on the live conversation around the event we had a Twitter hashtag linked with live GFF content to capture every moment of engagement. To give user a stronger feel of the glamorous event we created our first event Facebook AR filter with various glam looks for users to try & engage with. Our technique was Invitation to participate in the competition. Materialization picking the sketches by Jamila Awad & turning them into dresses by Noureen Farah. Displaying the dresses on fashion avenue & (4) Amplification fashion online magazines

Describe the outcome

Our competition was live for 1 week with 1 asset promoting it, yet we were able to receive over 300 dresses. The campaign also generated quite the buzz with Scope Empire & Vogue Magazine writing about our campaign. The highlight was Egyptian actress Hala Shiha who noticed the displayed dresses and chose one to wear for the finale. Driving awareness to our displayed dresses & to the aspiring designers. The campaign achieved over 132M IMPs. The Trending Hashtag achieved over 3.5M IMPs with an engagement rate 3% & 50.9% VTR on twitter promoted video. Facebook AR Filter reached over 8M users & had an engagement rate of 13% which is 86% higher than the BM not to mention the AR filter was captured over 2.3K times. YT masthead achieved over 75M IMPs accounting for over 3.5M views. Overall, TRESemme grew by 207% and witness & share increase by +60Bps


Name Company Role
Lamia Naguib Unilever Creative and Production
Sally El Zeiny Unilever Creative
Soha Abousabh Unilever Creative
Manal Seoudy Unilever Creative
Amira Abaza Magna Egypt Media
Mai Ashour Magna Egypt Media
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