Visa and Egypt’s CIB (Commercial International Bank Egypt) have launched a digital campaign titled ‘Visa CIB’ to introduce a new credit card that aims to help medium-sized business owners meet their various company needs.
Creatively led by advertising agency Leo Burnett and directed by Sherif Mounir, the film shares the fictional story of Mr Magdy, the owner of a medium-sized company, who falls into the trap of overthinking the various expenses of the company to the point of madness. The solution is a CIB Visa credit card, which offers him many benefits that can him help solve his company’s problems.
“Managing a company in our current era is not easy, and organising monthly and annual expenses alone can drive any manager to madness, regardless of their experience. The client CIB Egypt’s main goal was to inform business owners about the new credit card and its benefits, creating awareness about its different uses, and how it can help their companies thrive and survive in the market,” Sherif Mounir told Campaign Middle East.
“The agency, Leo Burnett Cairo, director Sherif Mounir, production company Everyone, and the rest of the team creatively and intelligently translated the client’s objectives by presenting the story of a business owner struggling with the simultaneous timing of various expenses. He has to pay taxes, insurance, travel costs, and advertising all at once, leading to an overwhelming state of mind where he constantly talks to himself, wrestling with conflicting thoughts,” Mounir added.
Throughout the ad, the protagonist appears as four different characters who talks to himself and disagrees on prioritising tasks. In the end, the voiceover presents the solution in the form of the new CIB Visa card, which covers all the company’s obligations with ease of organisation.
“The campaign is currently being showcased on the bank’s social media pages as a digital film and is receiving positive feedback from the target audience so far,” Mounir concluded.
CREDITS
Director: Sherif Mounir
Agency: Leo Burnett
Managing Director: Diana Abdalla George,
Business Director: Nihal Elfalah,
Account Manager: Reem Elgabaly,
Agency Producer: Nader Moussa
Creative Director: Rami Badr
Production House: Everyone
Executive Producer: Ammar Abushady
HOP: Gihad Abushady
Producer: Ahmed Nashaat
Post producer: Tarek Hassan
DOP: Mostafa Elkashef
1st AD: Ahmed Hosny
2nd AD: Buthaina AlAzab
3rd AD: Youssef Shabrawy
Production Designer: Omar Alaa
Art Director: Anan Fathi
And the rest of the team
Stylist: Nada Khedr
Casting Agency: Target Casting Agency
Main Cast: Ehab Magdy – Asmaa Sobhy
Edit: Hussain Mokhtar / Vivid
Color Grading: Ahmed Gendy / LZRD
Online: Ahmed Sobhy / LZRD
Sound Design: The Garage, Hosny Ali
