CASE STUDY
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Egyptian Food Bank
RAMADAN'22 CAMPAIGN
background
The Egyptian Food Bank is the first Egyptian charitable organization specialized in combating hunger, funded by zakat funds, alms and donations that are professionally transferred to services and programs to provide healthy food and a safe life opportunity for those who deserve it, whose impact on their lives is measured in a scientific way.
brief
The Egyptian Food Bank briefed us that they want to create a Ramadan ad that would motivate people to volunteer and donate to those in need.
challenge
Our main challenge in this campaign was time, since Ramadan was in less than 3 weeks, we needed to shoot, edit and color in a very short time frame. Also, all competitors started launching their pre-Ramadan campaigns. with us stepping in, we had very little time to tweak the song, align with the creative agency, and set a shooting day. We succeeded to do that in such a short time, where we tweaked the song around, were able to reach Tamer Hosny, and record the song in days. After the meeting day, we were ready to shoot in less than two weeks.
creative concept
The creative agency, Epic Advertising came up with an idea that was to be implemented mainly through building a set with outstanding art direction. The shooting took place in one of the biggest studios in Egypt. A set design for each of the sequences, for each celebrity. The celebrities who participated in the campaign were Tamer Hosny, Dorra, Eyad Nassar, Mohamed Mamdouh, Yousra El Lozy and Huda El Mufti. Each celebrity appeared in their own world, preparing food or buying groceries, and then they take a plate from their food or from the groceries they bought and they give it to a family in need, showing the contrast.
brief
The Egyptian Food Bank briefed us that they want to create a Ramadan ad that would motivate people to volunteer and donate to those in need.
the song
Along with Andrew Mounir, the music composer & producer and Dina Negm, the scriptwriter, we came up with a song that was mainly targeted at volunteering. We believed in the song so much, so we approached the Egyptian Food Bank, presenting the song, along with a creative idea that complements the lyrics of the song. The song was initially named Sa3a Lgheirak, targeting volunteers and how one hour of your time can change the lives of many. We had an idea that Tamer Hosny would be the perfect voice for this song.
challenge
Our main challenge in this campaign was time, since Ramadan was in less than 3 weeks, we needed to shoot, edit and color in a very short time frame. Also, all competitors started launching their pre-Ramadan campaigns. with us stepping in, we had very little time to tweak the song, align with the creative agency, and set a shooting day. We succeeded to do that in such a short time, where we tweaked the song around, were able to reach Tamer Hosny, and record the song in days. After the meeting day, we were ready to shoot in less than two weeks.
“Farheit Gheirak” campaign grabbed the attention of millions on social media. The celebrities posted the campaign on their pages, increasing traffic for the Egyptian Food Bank, and increasing donations tremendously.
growth
