A still from Tie House's latest campaign. Tie House, a top men’s fashion brand based in Egypt, has launched a campaign featuring former professional footballer Mohamed Zidan to celebrate its 30-year anniversary.
The campaign follows Zidan taking on multiple everyday characters with subtle visual transformations, to depict how Tie House suits all lifestyles, from celebrity to everyday living. “We wanted to bridge the gap between celebrity appeal and everyday relatability,” said Mohamed Anwar, Executive Creative Director and CEO, RACK Advertising Agency.
“The insight was simple: when you wear Tie House, you can play any role with style,” Anwar explained.
The idea was to show that even a globally recognised footballer can effortlessly blend into various everyday roles – be it a groom, athlete, or businessman, just by switching looks with Tie House outfits. “This created a strong connection between aspirational and accessible fashion,” Anwar said.
The campaign was launched with an integrated 360-degree approach. The strategy was “to reach our audience at different touchpoints,” Anwar said. The objective also included ensuring strong reach and brand recall across various segments.
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Therefore, the campaign has been rolle-out on television, for mass awareness, social media platforms, to target younger, “fashion-conscious” audiences and out-of-home (OOH) for “high-impact visibility in strategic urban locations,” Anwar explained.
According to Anwar, “audiences appreciated the light comedy tone and were excited to see a famous footballer like Zidan in an unexpected, humorous context.”
“It created buzz and positive engagement across platforms. The campaign strengthened Tie House’s image as a stylish yet relatable brand,” he said.
In terms of challenges, Anwar noted the short turnaround time for pre-production and execution.
“Coordinating multiple character setups with Zidan, while maintaining consistency in tone and message, required precise planning,” he said. “Another challenge was ensuring the comedic tone didn’t overshadow the elegance of the brand – which we balanced successfully.”
