To mark its partnership with the long awaited opening of the Grand Egyptian Museum, the largest museum in the world, Mansour Automotive has launched a striking trilogy of films from FP7 McCann Cairo, written and directed by Mostafa Sherif and produced by Key Films.
The objective was to create a campaign that doesn’t just announce the opening of the Grand Egyptian Museum, but also invites the public to rediscover history through a cinematic storytelling lens in a way that felt bigger than a corporate sponsorship.
Described as one of the most anticipated cultural openings in the world, the Grand Egyptian Museum is set to become the largest archaeological museum ever built, housing more than 100,000 ancient artifacts and offering an unprecedented look at Egypt’s civilisation.
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Objective of the campaign
The brand’s goal was twofold: to elevate Mansour Automotive’s image as a patron of Egyptian culture and to position it as a modern brand that values art, heritage and national pride.
For Mansour Automotive, a brand with more than five decades of history in Egypt, the partnership is both symbolic and deeply rooted in heritage.
Rather than a traditional commercial, the creative team chose to craft an experience that feels as monumental as the occasion itself, celebrating two icons of Egyptian legacy coming together in a shared story of pride and permanence.
As such, the campaign takes a cinematic approach to an announcement of rare scale. The campaign launched with three hero films: Raider of the Lost Chamber, An Afternoon at the Museum, and The Hidden Chapter, each designed to highlight a different aspect of the museum and its treasures.
Each film draws from Egypt’s mythic past , weaving suspense, adventure and intrigue as explorers and Egyptologists journey through ancient settings that echo the grandeur of the museum itself.
Each story builds to a climactic reveal, where Mansour Automotive’s logo emerges in a distinctly pharaonic world.
Rollout of the Mansour Automotive – Grand Egyptian Museum cinematic campaign
The campaign was aired on television, and was rolled out on digital, leveraging YouTube, Facebook, and Instagram as the core platforms for reach and engagement. The films were supported by short edits optimised for social feeds and stories.
Given the nature of the films and the cultural theme, digital films and social media offered the ideal platforms to immerse audiences in the museum’s stories and aesthetics.
Meanwhile, airing the films on TV gave the campaign the coverage needed to be visible to all age groups and to make it the talk of the town.
Additionally, billboards and print materials were used around Cairo to promote the museum’s opening. These billboards reinforced visibility and awareness, ensuring that the campaign lived both online and in the physical world – much like the museum itself.
The campaign primarily targeted Egyptians between 18 to 45 years old, a generation increasingly disconnected from national heritage but deeply engaged with cinematic and story-driven content online.
The campaign’s secondary audience included art and culture enthusiasts, families and tourists interested in rediscovering Egypt’s history through modern storytelling.
It also targeted mass audience since everyone is anticipating and looking forward to the opening of the museum.
The campaign was rolled out across Egypt, with Cairo being the primary focus as the home of The Grand Egyptian Museum and Mansour Automotive’s core audience base.
However, the content also gained organic traction regionally across the Middle East through digital platforms.
The campaign launched on the first of October 2025 which is one month before the opening event of the museum on the first of November, and will run through both the months.
Success metrics will be measured by the viewership and engagement rates across digital platforms, including completion rates, social shares and comments.
CREDITS
Agency: FP7 McCann
Managing Director : Sondos Effat
General Manager: Nahla Hendy
Executive Creative Director: Mostafa Sherif
Business Director: M’omen Aboutaleb
Account Manager: Mariam Haggag
Senior Account Executive: Salma Sarwat
Senior Account Executive: Zeina Eissa
Head Of Production: Mohamed Farouk Rasta
Agency Producer: Muhammad Hussain
Head of Branding: Ziad Elsamahy
Associate Creative Director: Hani Magdy
Senior Graphic Designer: Ahmed Atef
Senior Motion Graphic Designer: Marwan Belal
Studio Manager: Moheb Samir Ayad
Studio-Finalizer: Ali Azzam
Production House: KeyFilms
CEO: Adel Abdallah
Director: Mostafa Sherif
Executive Producer: Aysha Abdelrahman
Key films GM : Mohamed Essam
Dop: Victor Credi
Production Design: Hisham Mahdy
Stylist: Ahmed Srour
Producer: Rania Mekkie
Head of production: Waled Abd ElSalam
Assistant Director: Mido Ali
2nd ad: Habiba ElMohondas
Post Producer: Mohamed Tharwat
Assistant Producer: Zienah Youniss
Art Director : Mohamed Moataz
Art Direction Team : Ahmed Shokry, Ahmed Ragab, Batul Saber, Rola Walid,
Yasmine Kamel
Gaffer: MyGaffer
Prop Master: Shoukry
Panther : Toukhy
Casting : Voy
Photography: Omar Ehab
LZRD Studio
Editor : Ahmed Elsherbini
Colorist : Karim Mira
Assistant Editor : Ahmed Allam
Assistant Colorist: Yassin Ahmed, Pavly Adel
Producer : Maryam Abo elMagd
Sound Design & Mix : The Garage Sound Studio – Hosny Ali
Snap Team
VFX Supervisor: Basam Hussain
VFX Team: Mohamed Nagy, Ahmed El-gendy & Islam Mohameed
Assistant Post Producer : Marina Sayed
