Top 10 Integrated
JWT Entertainment – ‘Abla Fahita’ JWT Entertainment in Cairo won Egypt’s first ever titanium Lion at Cannes in June and it won for ‘Abla Fahita’, a female puppet turned pop star and chat show host. Described as an “entertainment brand that has created an entirely new business model in advertising”, the puppet began life advertising for brands but has since become an entertainment brand in her own right. She released a hit single with Hassan el Shafei, launched her own prime time television chat show – Live from El Duplex on CBC – and has been visible across online, social media, mobile, TV and outdoor.
UN Women – ‘Give mom back her name’
A campaign encouraging Egyptian men to say their mother’s name has helped in the fight for gender equality in the country. Within less than 24 hours of launching the film on Facebook and YouTube, the campaign – created by Impact BBDO – was the second most shared film on Facebook worldwide, with more than 25,500 shares. In the first week, more than three million views rolled in and numerous regional and global news networks ran the story. The film simply asked a number of men what their mother’s name was. bronze winner at Cannes, Leo Burnett Beirut’s campaign for Johnnie Walker asked the Lebanese people to ‘Keep the flame alive’ as dark clouds once again loomed over the country. The agency set up a digital ecosystem allowing for cross-platform, real-time conversations and crowd-sourced messages of hope that were spread through the use of the hashtag #keepwalkinglebanon. The campaign included events, digital activation, online film and out-of-home. Leo Burnett Cairo
Osama Arnaouty, Mohamed Fouad, Bechara Mouzannar
Lighthouse Emirates NBD – ‘Hey future me’ A grand prix winner in the direct category at the Dubai Lynx, this campaign sought to attract affluent parents to Emirates NBD’s children’s savings plan by showing them their children’s real dreams, aspirations and uncertainties. It did so by asking children to send a filmed message to their future selves, which were then watched by their parents. The campaign straddled branded content, direct, online and social media. Sakker el Dekkene – ‘Lebanon4Sale’ Winner of a gold media Lion at Cannes, this campaign for anticorruption NGO Sakker el Dekkene utilised guerrilla marketing, public relations, outdoor and online to fight institutional corruption in Lebanon. The campaign continued throughout the year and in October included a music video featuring independent music star Tania Saleh. The two-and-a-half minute clip featured Saleh singing a self-penned number, also called ‘Sakker el Dekkene’. It was interspersed with footage of recent anti-government protests. Formed last year, the NGO collects data on corruption across Lebanon’s public administration. Saleh’s lyrics called on people to ‘Stand up. And shut down the shop (of corruption)’, by reporting instances to the organisation. Chipsy – ‘Smiles’ A gold winner at the MENA Effies, Impact BBDO Cairo’s ‘Smiles’ campaign for Chipsy kicked off with an online film and a TV commercial starring Egyptian comedian and actor Ahmed Helmy. It went on to incorporate outdoor, social media and in-store as it sought to spread a smile across the country, which, according to research, had become one of the most miserable nations on earth following the revolution of 2011.