Orange, in partnership with Tarek Nour Advertising, invited Egyptians to dream big and cheer louder with a new campaign for the Africa Cup of Nations (AFCON) 2025, titled: ‘Football stars have changed, the jersey stars haven’t”
The 360-degree campaign, which was rolled out across out-of-home (OOH) billboards, television commercials (TVCs), digital platforms and social media, was brought to life for Orange by Tarek Nour Advertising, production house Butter Films, post-production studio Vivid Studios, and directors Hamba & Doss.
The campaign is already live across Egypt and will continue running until the end of AFCON 2026. It features Egyptian football icons including Wael Gomaa, Mohamed Barakat, Ahmed Hossam (Mido), Mohamed Zidan, Sayed Moawed, Essam El Hadary and Omar Moawed.
These football icons, with the exception of Sayed Moawed’s son, Omar Moawed a current Egyptian footballer, were part of Egypt’s football “golden era,” having helped the national team win its AFCON stars, with the seventh star last won in 2010.
Their involvement added authenticity, motivation, and strong emotional resonance, bridging generations of fans around the shared national dream of winning the eighth star on the coveted Egyptian national football team’s jersey.
The Work takes us through the changes these players have experienced over the past 15 years, showcasing their life changes and achievements beyond football, which are highly relatable to Egyptians today.
Strategy and success of the Orange campaign at AFCON
The client objective from Orange was to be present at the heart of every football season, which Egyptians are deeply passionate about, positioning the brand beyond just a telecom provider, but as a brand that is part of key cultural moments.
In the AFCON campaign, Orange showed its support and create a positive impact on the football community. Throughout its communication, Orange reflected the emotions of football fans and resonated with Egyptians’ deep passion for football by cheering alongside them and motivating them.
As such, the key audiences for this campaign were Egyptian football fans across mass audiences, from millennials who lived through Egypt’s golden AFCON era with the national team behind the stars’ wins, to younger football fans who may not have experienced those wins firsthand, but strongly relate to football and can connect with the football icons behind Egypt’s AFCON victories and their current life achievements.
Since the objective was to reach a mass audience with the AFCON campaign and for Orange to be part of key cultural moments and the football community in Egypt, Tarek Nour Advertising chose a full 360-degree communication approach. It allowed for high impact, awareness, viewership, and engagement that mirrored the national scale and importance of football in Egypt.
As of the time of writing the article (with numbers still increasing as the campaign is ongoing). across its digital presence, the campaign’s main video has gained the highest in engagement versus competition during AFCON across all social media platforms.
Orange has secured more than half a million engagements (likes, shares, comments, saves), with more than 70K shares across all platforms (more than triple that of competitors).
As of today, the campaign’s main video has gained 32.7 million views on Orange’s Instagram page, exceeding Orange’s recent top-performing campaign during summer.
The campaign has also generated major organic buzz, sparking public conversation around Orange’s campaign, the dream of the eighth star, and the changes witnessed by the golden-era players, among other discussions.
A powerful message within the campaign
The Orange campaign delivers a powerful message: while everything around Egyptian football may have evolved, one dream remains unchanged, winning the eighth star for AFCON.
With seven stars proudly carried on the national team jersey, the eighth has remained just out of reach. Tarek Nour Advertising highlights this collective longing, turning it into a rallying cry rather than a frustration.
In Egypt, football is more than a game; it is pride, identity, and history. Tarek Nour Advertising and Orange share this deep-rooted passion by standing alongside fans, motivating them, and creating a meaningful, positive impact on the football community through its communications.
“The story has never been about giving up; it has always been about the comeback,” said Associate Creative Director Mohamed Lewa. This is reflected in the campaigns نج tagline: ‘ وم ا ورة ا روا… و وم ا رت . ز ن ا ا يهنملكغعشسجتةا . (Football stars have changed, the jersey stars haven’t. It’s time for the eighth star!)
Through this partnership, Tarek Nour Advertising and Orange invite football fans to witness the change, relive the dream, and unite once again behind the pursuit of the eighth star.
CREDITS:
Client: Orange Team
- Maha Nagy
- Farida El Fiky
- Maryam Adly
- Nuran Sadek
- Salma Abdallah
Agency: Tarek Nour Advertising
- Basel El Deeb
- Hazem El Saadani
Account Management
- Donia Kassem
- Nesma Khalil
- Mariam Haddad
- Omar Adel
- Yaseen Khalil
Creatives
- Hossam Akil
- Mohamed Lewa
- Sherif Monir
- Aya Taha
- Malak Sherif
- Michael Medhat
- Kareem EL Saey
- Mohamed Hatem
Directors: Hamba & Doss
DOP: Ahmed Tahoun
1st Assistant Director : Ahmed Rasheed
2nd Assistant Director : Fares Nassar
3rd Assistant Director: Mohamed Zahran
Art Direction: STAG DESIGNS
Stylist: Farah El Sayed
Production House: Butter Films
Executive Producers:
- Omar Hamdy
- Mahmoud Derbala
Producer: Shereen Moussa
Line Producers: Raneem Franco – Omar Kerdany
Assistant Producers:
- Mazen Marwan
- Omar Walid
- Nour Taher
- Layal Sadek
Food Stylist: Joudi Majed
Post Producer: Menna Essam
Assistant Post Producer: Mariam Bashandi
SFX: Mimic Studios
- Amr Abdullah
- Mikhail Wagih
- Ahmed El Feezi
- Osama Ashraf
- Ahmed El Demerdash
- Micheal Makram
- Mohamed Mosaad
- Khaled Alaa
- Sherihan Saeed
- Mohamed Ali Galal
- Roba Ahmed
- Dina Ahmed
- Diana Essam
Head Of Production Managers : Waleed Abdelsalam
Production Manager: Mahmoud Raafat
Production Team:
- Amr Essam
- Mohamed Kamal
- Eissa Mohamed
- Karam El Sherbiny
- Mostafa Hosny
- Mostafa Yehia
- Mourad Magdy
- Omar Aly
- Ahmed Mostafa
- Hesham Selim
- Mohamed Younis
- Mohamed Mamdouh
- Abdelrahman Tarek
- Mohamed ElDeeb
- Ahmed Eltaweel
- Mohamed Younis
- Abdelrahman Tarek
- Seif Ashraf
- Karim Kabil
- Mohamed Khaled
Focus Puller: Nadeem Aref
Gaffer: Eshta ( Zaghloul – Nonna – Adnan )
Panther: Younis ( My grip )
Assist: Tarek Azzouz
Assistant Stylists :
- Nada Rashwan
- Salma Adly
- Malak Salama
- Dina Hassan
Wardrobe Team :
- Ahmed Zika
- Ahmed Funki
- Kamel Atef
- Bondo2
Food StylingTeam : Nader Refaat
- Rania Nabil
- Ahmed Karam
- Kareem Mohamed
Photography: Omar Ehab
Casting Agency: Keeva
Post Production House: Vivid Studios
Editor: Baher Rasheed
Post Producers:
- Hagar Hamza
- Youssef Kamal
Assistant Editor: Clara Sherif
Colorist: Ahmed El Gendy
Colorist Producer: Zeina Amin
3D Animation: Mercury – Yasser El Naggar
Production Director: Reem Kamal
Senior VFX Producer: Nada Sadiq
VFX Supervisor: Kerolos Fayez
Compositing Supervisor: Kareem Saaeed
CGI Supervisor: Andrew Emad
Comp – Production Manager: Ibrahim Tony
CGI Coordinator: Marina Dourgham
Sound design & mixing : The Garage Sound Studio – Hosny Ali
Studio Producer: Asmaa Moneer
Music: Amr Galal
Manager: Ahmed Medhat
VO: Magdy Abd El Ghany
BTS: Abdelrahman Saad
