Axe Film, Digital Footy by Digital Republic, Egypt

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Industry Hygiene & Personal Care Products
Media Film, Digital, Interactive & Mobile
Market Egypt
Agency Digital Republic, Egypt
Creative Director Karim A. Yusuf
Art Director Karim A. Yusuf
Released November 2012

Credits & Description

Media: Online
Geo: Egypt
Category: Health & Beauty
Agency: Digital Republic
Brand: Axe
Sick of the usual ‘guess the score’ and ‘who’s going to win’ formulas, we created our own football tournament to coincide with the Euros. But instead of asking our fans to guess the score, we asked them to vote for which country had the hotter women. We also stumbled on another classic insight: women ask really silly questions during football matches. With that in mind we created several videos and encouraged our fans to reply to the videos to help the ladies understand.

Advertising Agency: Digital Republic, Egypt
Creative Director: Karim A. Yusuf
Copywriters: Mohamed Ghazy, Ahmed El-Sadek
Art Director: Karim A. Yusuf
Head of Accounts: Ismail Ternawly
Senior Digital Media Consultant: Hassan Daoud
Social Media Specialist: Ahmed El-Sadek
After Effects Specialist: Heba Elkest
Videography: Fouad Hammoud, Heba Elkest
Director / Producer: Mostafa Al Faramawy
Camera: Perry Moataz