Brand | BANQUE MISR |
Product/Service | BANQUE MISR CENTENNIAL CELEBRATION |
Entrant | AB\TBWA Cairo, EGYPT |
Category | Native Advertising |
Idea Creation
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AB\TBWA Cairo, EGYPT
|
Production
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AB\TBWA Cairo, EGYPT
|
Write a short summary of what happens in the radio or audio execution or campaign.
Banque Masr celebrating 100years & trying to create an emotional bond being the loved brand. We played on the insight of the characteristics that the true Egyptians holds and nowadays has lost its spiritual meaning especially after the lack of sense of belonging and identity caused by the outcome of the revolution. These true Egyptian characteristics are the banks characteristics so we took the path of motivating and reviving the true meaning of being an Egyptain with the golden verse of I’m the Son of Egypt. Nothing resonated more than music, so we chose it to speek to the hearts of Egyptians.
The Song was written, carefully crafted portraying how hope & fighting back can do miracles.
I’m the Son of Egypt I’m unbreakable
I have self confidence and immunity against depression
Sung by three celebrity singers, representing different generations, singing sensations and social backgrounds to reach everyone.
Cultural / Context information for the jury
All the locations that were shot in are well known historical icon places in Egypt. Even the opening shots contained landmarks in different governorate as we are targeting the nationwide.
The use of Talaat Harb statue which is an Egyptian visionary economist & the founder of Banque Misr.
Egyptian related sequences like the women driving the microbus, the kids in the private car which acts as a school bus for less fortunate citizens, the farmers climbing the palm trees, kid posing as Mohamed Salah, the kid riding the horse in the farms, the guy riding the bicycle while balancing the tray of bread on his head, the swing that is known in Egyptian festivals. The women icon in the ة in the word قوة is an Egyptian icon reflecting women empowering. Mentioning the Eagle in the lyrics reflects the meaning of sense of belonging as it represent our country icon.
Script. Provide the full to radio/audio script in English.
هنا صدقت حلمي وبدأت
Here where I believed in my dream and started
قالوا عني زمان موهوم بيضيع وقت
In the past they were describing me as a delusional wasting his time
لا يوم سلمت ولا استسلمت
But I've never given up or surrendered
ووقعت وقومت وامبارح غير دلوقت
I fell down and stood back. Now is not the same as yesterday
هنا قلبي من جوا
Here is the depth of my heart
ده اللي بيديني القوة
This is what gives me the power
في طريقي مشيت
I've walked my own path
وأديني سبقت
And here I came before others
من هنا قررت بعدما فكرت
From here I decided, after thinking
أمشي عالصعب وعرفت انا لما كبرت
To step over difficulties. I learned when I grew old
إن اللي تفكر فيه أزمة
That what you think of as a crisis
كان خوفك منه مالوش لازمة
Wasn't worth your fear
وأديك عالصعب قدرت
And here you've overcame the difficulties
واللي زمان ضحكوا عليك شوفهم
Look at those, who laughed at you in the past
دلوقتي بيداروا كسوفهم
Now in shame
ما هو راهنوا عليك
They made their bet
تخسر وكسبت
On your loss. But you still won
أنا ابن مصر
I'm the son of Egypt
أنا ضد الكسر
I'm unbreakable
أنا رافع راسي تملي لفوق طول العمر
I'm raising my head up high my whole life
أنا ابن مصر
I'm the son of Egypt
قلبي نسر
A heart of an eagle
ماقدرش أعيش أبداً يوم غير وانا حر
I can't live for single day unless I'm free
شوفت أزمات ومواقف مالهاش عد
I've been through countless crises and situations
بس الصدمات بتقوي ومش بتهد
But hardships made me stronger not destroyed
شوفت أزمات ومواقف مالهاش عد
I've been through countless crises and situations
بس الصدمات بتقوي ومش بتهد
But hardships made me stronger not destroyed
انا عندي ثقة بالنفس
I have self-confidence
ومناعة ضد اليأس
I have immunity to despair
أنا ابن مصر
I'm the son of Egypt
أنا ضد الكسر
I'm unbreakable
أنا رافع راسي تملي لفوق طول العمر
I'm standing tall my whole life
أنا ابن مصر
I'm the son of Egypt
قلبي نسر
A heart of an eagle
ماقدرش أعيش أبداً يوم غير وانا حر
I can't live for single day unless I'm free
Explain how the work innovatively used the radio / audio medium.
The decision of using the music social platforms as one of our mediums and not just limiting ourselves to the tradition social platforms that uses Audio/Visual content was a super decision that we took. The song was published on Anghami along with other social media platforms. It was ranked number 1 for 3weeks and it was played 4.1M times. It was on the top music charts in Egypt & other Arab countries. This made it easy to have it on the playlist of zillions of people that people were easy to memories and we saw that when 65 thousand Egyptian football fans suddenly they started to sing the song like an anthem
Children with special needs sang it in concerts ,the song was translated in deaf and mute language
Credits
Medhat Khashaba |
AB\TBWA |
Concept developer & Copywriter |
View Script
Links
Video URL