Banque Misr: The Centennial Celebration

Celebrating a centennial is a significant milestone for any brand as it transforms it from being just a brand into a lovemark especially Banque Misr, a brand that encompasses the rich history of a whole country in terms of developments and achievements. Cairo-based AB Pop-culture agency has reflected this legacy to empower and motivate people, with a message that no matter the struggles you face, at the end you can make it. Helping people come together and being innovators in the industry has been an important part of the brand’s story since the very beginning. Now is the time to look ahead and celebrate how people have the power to change the world for the better, and how the bank can assist in enabling them. Banque Misr’s history and heritage give them a story to tell. Yet the challenge for AB Pop-culture was on how to engage everyone with something that is almost 100 years old and the answer was by going BOLD. Therefore, to engage the community in the historic milestone, the campaign was launched with a film that includes a special song written mostly to ramp up the Egyptian patriotic fervor. The filming stresses on the lyrics and enables the brand to underline and amplify its message.: ”I am the son of Egypt, I am unbreakable.” And the outcome was outstanding. Only after a few days of airing, the ad spot became an inspiration for people. Tons of memes and videos were created by individuals reflecting their own stories. The song was flying as a medium where anyone can edit his successful story. Children were singing it in schools and suddenly every Egyptian has become patriotic and proud to the extent that it became the national song that is played in any successful gathering or joyful moment in Egypt from the inauguration of a new bridge to winning the Caf-confederation Football Cup.