Etisalat Film ETISALAT by Strategies Cairo

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Industry Telecommunications Services
Media Film
Market Egypt
Agency Strategies Cairo
Director Justin Dickle
Art Director Ahmed Abdul Moniem, Emad Moreed
Copywriter Tamer Mahdy
Producer Salma Osman
Account Supervisor Kareem Helmy
Editor Jane Jamieson, Salma Osman
Production Video 2000 Films
Released July 2010

Credits & Description

Category: Commercial Public Services
Advertiser: ETISALAT MISR
Product/Service: TELECOMMUNICATIONS
Agency: STRATEGIES
Production Company: VIDEO 2000 FILMS, EGYPT
Date of First Appearance: Jul 15 2010
Executive Creative Director: Tamer Mahdy
Creative Director: Tamer Mahdy
Copywriter: Tamer Mahdy
Art Director: Emad Moreed And Ahmed Abdul Moniem
Agency Producer: Ahmed El Ganainy
Account Supervisor: Kareem Helmy
Advertiser's Supervisor: Ahmed Lasheen
Producer: Salma Osman
Director: Justin Dickle
Editor: Jane And Salma Osman
Post Production: Golden Square-Uk
Music: Dr. Ahmed El Gebali - Composer
Account Manager: Dalia Alloub
Planner: Kareem Helmy
Director Of Photography: David Johnson
Editing Company: (Golden Square-Uk)
Other Credits: Cgi And Post Team: Jeamie/Mike/Ed

English Description
If there was anything that Egypt needed before the 25th of January revolution, it was “optimism”. Thus, when etisalat wanted to re-launch its new platform a few months before the revolution, we decided to go for optimism. This was portrayed in a TV campaign that illustrates a series of reasons-to-believe from the day etisalat hit the market. To portray how edgy we intended to be we said it out loud in the ad that we were accused of being “crazy”, which is not a usual verbatim a client in the Middle East would use to describe himself. Also, to show that miracles exist, a mix of hard-to-gather top celebrities were endorsed in the copy. People loved and imitated the campaign though many viral channels including sms, spoofs, especially political ones.