ADCB, a leading banking institution in the UAE, and Visa have launched a new, fresh and engaging campaign to create awareness about the new ‘Masri Card’ credit card among Egyptian audiences.
Targeting individuals who use credit cards on a daily basis for small, everyday payments – specifically, people interested in cashback benefits – the campaign was released across digital platforms, social media and billboards.
The hero video of the ADCB Visa campaign was brought to life by creative lead and director Sherif Mounir, who directed the spot and developed the idea directly with the client. Everyone Films was the production house on record for the campaign, while The Barber House handled the post-production elements.
The campaign, which runs primarily in Egypt, will run over the course of one to two months.
The core idea of the campaign was to lean into the deeply cultural Egyptian spirit of helpfulness and generosity, which is deemed an important part of daily Egyptian life.
However, given inflation and the rising cost of living, the hero film hilariously shows how this could be gradually fading, lending a level of honesty and authenticity to the campaign.
By associating this card with enhancing generosity, the brand aimed to create an emotional connection with its target audience and position the card as something special.
To combine the idea of a card that offers unlimited cashback with the idea of Egyptian generosity, the director and the production house showcased how the card is used to pay bills in fast food outlets and to cover everyday expenses, which is the card’s main target use.
The concept shows the story from the perspective of restaurant and shop staff, who have witnessed an exaggerated wave of generosity since the card’s launch.
Shot in a docu-drama format, the ad humorously captures how Egyptian generosity has ‘levelled up’ after the Masri Card appeared.
It explores how generosity has changed – now often motivated by the cashback reward – which became the comedic twist at the heart of the film.
CREDITS:
Client: ADCB and Visa
Visa Team:
Shereen AboYoussef
Nour Abuelal
Creative director / Film director: Sherif Mounir
Production house: Everyone Films
Executive Producer: Ammar Abu Shady
Head of production: Jihad Aboshady
Producer: Ahmed Nashaat
Line Producer: Rana Elmor
Post Producer: Shahd Tarek
Bidding Producer: Ahmad ElSerafy – Ahd Ahmed
DOP: Mohamed Hamzon
1st AD: Wael Mandour
2nd AD: Marianne Magdy
Production Designer: Eslam Hassan Shawky
Art Director: Fatma El Tegany
Stylist: Nada Khedr
Casting Agency: Target Casting Agency – Omar Seven
Sound Onset: Ramy Othman
Video Assets: Abdulrahman Nasr
Post-production: The Barber Shop
Editor: Amr Rabee
Assistant Editor: Mohamed Adel
Sound Design & Mix: Fady Garas
Post Producer: Yasser Bendary
Color Grading: Ahmed El Gendy
Demo:
Art Work: Yasmin Marwan
Animation: Islam Gad
