Commercial International Bank Egypt (CIB Egypt) has partnered with creative and digital agency Icon Creations, production house Gorilla Productions, director Sherif Mounir and Your Space Casting Agency for its latest campaign that aims to demonstrate elevated customer experience and security on the new CIB Egypt mobile banking application.
The brand objective of the campaign was to communicate the messages that “there may be difficult tasks and people may find a quick fix to it, but the new CIB Egypt mobile banking application will certainly be faster than the ‘quick fix’; there may be easy solutions available to impossible requests, but the new CIB mobile application will certainly be easier”.
To communicate this message, Icon Creations, Gorilla Productions and director Sherif Mounir decided to take the humorous route for the campaign, which was rolled out across CIB Egypt’s digital and social media channels.
Speaking to Campaign Middle East, Sherif Mounir said, “The campaign idea is based on the ease of using the CIB app, flexibility, and security, allowing users to conduct all banking transactions with large amounts without worrying about anything.”
Mounir added, “The videos carry a comedic exaggeration in their execution, where the hero is asked to fulfill a request that seems illogical, such as delivering a large sum to a distant location or securing a large amount in a short time. He begins to imagine unreasonable solutions until he realises that this request can be easily fulfilled using the CIB Egypt mobile banking app.”
The second video in the campaign shows the hero recovering in a hospital room when he receives a call requiring him to pay a large sum of money for his hospital bills on short notice.
He dreams up a set of humorous scenarios on how to pay such a huge amount, including becoming a professional footballer in Europe and stumbling upon a gold mine under his hospital bed, but is then offered a solution that he can apply for a loan within a few quick steps on the CIB Egypt mobile banking application.
The hilarious videos have resonated well with the brand’s audiences, cumulatively raking up more than 1.2 million views on CIB Egypt’s YouTube channel alone.
Director: Sherif Mounir
Assistant Producer: Rahma Ragy, Habiba Hisham
DOP: Fawzi Darwish
Focus puller: Galilla Shoiab
Production designer: Amr Saleh
Art director: Ganna Mohamed
1st AD Wael Mandour
2nd AD Marianne Magdy
Stylist: Shamse El Oraby
Special Effects Amr Abdalah
Sound Engineer Ramy Othman
Shooting Board Ahmad Yousry
Casting Agency: Your Space Casting Agency
Edit: Ahmed Elsherbini
Grading: Anas S. Khaiiri
MD: Omnia M. Metwalli
CGI Snaps : Bassam Hussain, Samar Hegazy
Music: Mada Khaled
VO: Ahmed El-Garhy
Sound design: The Garage sound studio Hosny Ali
Sound design / mix: Hatem Saad
Post-producer: Mariam Samir
Assistant post producer: Sara Alaa Eldin
