Leading the campaign are Nour El Nabawy and Nourine Abouseada, two breakout stars who speak directly to Gen Z.Lord, a grooming brand with more than a century of heritage in Egypt, and its women’s sub-brand Queen, have launched a bold omnichannel rebrand campaign, which aims to bridge generations and redefine what it means to be proudly local in a fast-moving, image-driven world.
The campaign marked more than just a marketing refresh. It intended to signal a cultural shift, with a confident tone, bold visuals and Gen Z-driven casting. The brands went beyond nostalgia and aimed to reintroduce themselves with clarity and purpose to a generation that demanded relevance, identity and meaning.
This campaign was on several channels across Egypt – while television delivered reach, social media channels delivered virality. The rebrand campaign rollout was coordinated, aiming to achieve street-level buzz and screen-level recall.
At the centre of the Lord rebrand campaign lies a classic truth: behind every great man is a woman who empowers him, but with a sharp local twist – a slogan titled “كل لورد وراه كوين ” – translated to ‘Every Lord’s got a Queen in his corner’ – which audiences found catchy, locally grounded and emotionally loaded.
The campaign, and the slogan, reframes gender roles through humour and pride, positioning the two brands not just as products but as co-anchors in a modern lifestyle built on mutual support and shared presence.
Leading the campaign are Nour El Nabawy and Nourine Abouseada, two breakout stars who speak directly to Gen Z. El Nabawy brings the weight of a familiar legacy with the energy of a rising icon, while Abouseada adds charisma, relatability and presence through her music and performances.
Together, they transform the campaign slogan into a lived-in, believable story; one that feels current, cultural and cool. Lord and Queen no longer appear are not positioned as products from the past, but instead as essentials in the present.
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The tone of the campaign is sharp and scroll-friendly, and unsurprisingly, its jingle quickly became one of Anghami’s top-played tracks. The visuals are meant to be clean, humorous and inherently local, built for Instagram Reels and TikTok videos without losing their polish.
Every detail was intentional, even the product names; Horus and Nebty for Lord, Thuya and Bastet for Queen, which revives Egypt’s heritage targeted to young Egyptians who are seeking identity in their choices and are leaning back into their heritage while feeling proud and modern.
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Ever since the 2023 boycott movement, Egyptian consumers have been actively seeking local alternatives to global brands. To address this, Lord did not simply show up. The brand had been preparing rebranding, expanded product lines and a new tone of voice.
The success metrics prove that this was not just a successful rebrand; it was a reminder of what local brands can do when they stop apologising for who they are and start owning it. The campaign did not only move the brands product, but also shifted culture, revived pride in being local, and brought money back into the local economy.
The campaign garnered more than 70 million views, turning its slogan into a punchline, a daily comment, and a viral social media caption. The campaign’s theme song lived on in Reels, remixes, and real-life conversations.
Lord and Queen set out to claim their place through a ‘proudly Egyptian’, powerful, relevant and cultural moment and through “كل لورد وراه كوين ,” they did not just that.
CREDITS:
Client: Lord & Queen
Creative Agency: EAR Media
Chairman: Alaa Elkahky
CEO: Dr. Ashraf Kordy
General Manager: Ahmed Saleh
Head of Advertising: Youssef Zikry
Head of Account Management & Creative Team: Gehad Atef
Operation Manager: Ahmed Atef
Creative Director: Ahmed El Keiy
Lyricist: Flipeno Ahmed
Composer: Ahmed Tarek Yehia
Executive Producer: Hisham Soliman
Production Agency: Hama Film Production
Senior Account Executive: Laila Elkekhia
Content Supervisor: Mariam Elkekhia
Senior Copywriter: Ahmed Gamal
Branding Team:
Senior Art Director: Ahmed Turkey
Senior Graphic Designer: Abdelrahman Hassan
Animation Team:
Head of Animation: Ahmed Ashraf
Graphic Design Team:
Senior Art Director: Mohamed Akram
Junior Art Director: Mohamed Sherif
Media Team:
Deputy General Manager: Ragi Amer
Offline Media Team:
Media Director: Dina Yehia
Media Supervisor: Sara Hossam
Digital Media Team:
Head of Digital Performance: Yehia Younis
Digital Planning Supervisor: Dina Bishry
Senior Media Buying & Planning: Ahmed Tahan
