The introduction of mobile number portability (MNP) initiated a new challenge for telcos in the UAE. Before MNP, a user migrating between networks had to leave their number behind. For many, the prospect of having to readjust to a new number then re-introduce it to all one’s contacts was a costly price to bear. This special relationship that people develop with their own mobile numbers was the initial spark for the creative idea behind this campaign. Leo Burnett wanted to have fun with the notion that one’s mobile number is one of the few things people continue to hold on to in life. Hussain Al Jassmi was chosen as the ideal candidate for a local celebrity adored by Emiratis and expats alike and fronts the campaign.
Project Hussain Al Jassmi
Client du
Agency Leo Burnett Cairo
Managing director Amr Darwish
Creative directors Mohamed Kamal, Osama Arnaouty, Mohamed Fouad
Copywriter Sherif Doss
Account director Yasmine Eiran
Producer Shereen Mostafa
Director Ahmed Gallal
DOP Patrizio Patrizi
Production house Filmmaster MEA
