Ramadan is usually known as the month of togetherness, but this year was different; Covid-19 has forced people to stay apart. Virtual connections have become the only safe way of sustaining human connections, which is why, regardless of the occasion, everyone and everything has gone digital.
Being the telecommunication brand that promotes optimism and a better future through the togetherness of human connectivity, Vodafone Egypt along with Wunderman Thompson Cairo launched “Stay Home, Stay Connected/Entertained” as its communication platform. It urges customers to stay home while Vodafone keeps them entertained and connected to anything they need. Wunderman Thompson Cairo wanted to create work that solves the paradox of Ramadan (togetherness time) and Covid-19 restrictions (lockdown isolation) with joy and fun.
In collaboration with a line-up of celebrities, the campaign launched with pre-Ramadan entertainment where each celebrity provided content that reflected what they do best. Then, on the first day of Ramadan, the campaign’s main film aired. Led by an emotional song it showcased how millions of Egyptians will always stand by one another and help make life easier, in any way they know how.
The film was shot remotely, by sending sterilised cameras to celebrities’ homes, as their friends and families shot them. Guided by the director, agency and client through a Zoom conference call, the shoot took a total of 10 days. From Cairo to Manchester, connecting via a laptop meant no one had to leave the safety of their own home.
Agency – Wunderman Thompson Cairo
Client – Vodafone Egypt
Director – Mohamed Shaker Khodeir
Production house – The Film Marshals
Post/SFX production house – Aroma Studios