RSSAll Entries in the "The Work" Category

3ala Rasy 'I am my veil' by FP7 Cairo

3ala Rasy ‘I am my veil’ by FP7 Cairo

FP7 in Cairo has launched a campaign to empower veiled women in Egypt. The idea is to push to the forefront an optimistic and empowering view of veiled women, rather than one that is discouraged and self-conscious. An online film has been released that uses reverse poetry to portray the two different scenarios. At the […]

'Tor2at el zefet' by TBWA\Raad Beirut for MTV Lebanon

‘Tor2at el zefet’ by TBWA\Raad Beirut for MTV Lebanon

‘Tor2at el zefet’ is a ‘social movement’ with the objective of shedding light on the bad condition of Lebanon’s roads. In the long term it hopes to instigate change through public opinion. The movement has begun with a television and social media initiative, with people invited to engage with the campaign through the sharing of […]

SOS Children's Villages Mom by TBWA\Raad Dubai

SOS Children’s Villages Mom by TBWA\Raad Dubai

The Dubai office of TBWA\Raad has produced a new film for SOS Children’s Villages, a non-governmental international development organisation that helps abandoned, destitute and orphaned children requiring family-based child care. The online film shows orphaned children pretending to be mothers talking to their children who live abroad. They speak loudly on the phone, get too […]

Nestlé Dolceca 'Thank you Joumana' by JWT Cairo

Nestlé Dolceca ‘Thank you Joumana’ by JWT Cairo

    J.Walter Thompson in Cairo has rolled out a new campaign for Nestlé’s Dolceca ice cream brand. In Egypt, local brands or individual ice cream shops often serve mastic flavoured ice cream. The challenge for JWT Cairo was to introduce Dolceca’s mastic flavour with a bang, capitalising  on a well-known scenario in Egyptian society: […]

Kiri Arabia 'My number one fan' by Leo Burnett Dubai

Kiri Arabia ‘My number one fan’ by Leo Burnett Dubai

On mother’s day, Kiri looked at a human insight to not only celebrate mums, but to open eyes and hearts to their true love and devotion. With a simple video, Kiri collected views and hearts full of recognition for every mother out there. Client Kiri Arabia Agency Leo Burnett Dubai Creative team Andre Nassar, Michael Habre, […]

M&C Saatchi creates 'Gift card' for Le Mall

M&C Saatchi creates ‘Gift card’ for Le Mall

For the first time Lebanon’s LeMall is offering a gift card with a personal touch. To raise awareness of the new product, M&C Saatchi has rolled out a campaign showcasing the card’s benefits. A mother’s day in-branch and digital campaign linked to the gift card is also to be launched. Agency M&C Saatchi Creative director Danielle […]

Xpress Money 'bridges the gap' for International Women's Day

Xpress Money ‘bridges the gap’ for International Women’s Day

As part of International Women’s Day global money transfer brand Xpress Money launched a film highlighting common stereotypes associated with women across the world. Called ‘Bridge The Gap’, the film was conceptualised and produced in-house by the Xpress Money team and sought to challenge misconceptions and myths.   Project Bridge The Gap Client Xpress Money […]

Operation Unicorn creates 'Khalas' for Buzz Lebanon

Operation Unicorn creates ‘Khalas’ for Buzz Lebanon

“An anthem dedicated to bros supporting each other,” runs the tagline for this amusing commercial by boutique agency Operation Unicorn. A man and a woman walk into a bar. The man’s not having an easy time of it, so when men come to his rescue and he sings his way out of trouble and into […]

Souq and Good People team up for 'It's yours' campaign

Souq and Good People team up for ‘It’s yours’ campaign

Online retailer has rolled out an online film to launch its new tagline ‘It’s yours’. Airing across the company’s digital channels, the film is the work of Good People and has been directed by Ali Ali. The production company treated the brief more as a music video than a television commercial, with the film […]

Al Ismaelia 'Khatout West El Balad' by JWT Cairo

Al Ismaelia ‘Khatout West El Balad’ by JWT Cairo

Al Ismaelia for Real Estate Investment, which is restoring Downtown Cairo and preserving its architectural heritage, has begun a new campaign called ‘Khotout West El Balad’ (the typography of Downtown Cairo). The idea is to tackle the onslaught of plexiglass-mounted, LED-lit signs that are obscuring some of the best architectural treasures of the city. To […]