background
Global Academic Foundation (GAF) is a leading academic institution in the Arab Republic of Egypt and in December 2019, GAF hosted The University of Hertfordshire (UH) as the first full-fledged branch campus of a British university in Egypt. GAF offers a wide range of studies such as Business, Engineering, Pharmacy, Computer Sciences, Mass Communications and Physiotherapy.
brief
GAF briefed us that they want to have an ad that announces the opening of the university in Egypt, they didn’t have certain guidelines for the theme of the ad and left it to the team.
challenge
We wanted to create a different ad that isn’t the typical one that showcases the campus, facilities it offers for students, academic credentials, and the experience of the faculty. We wanted the ad to position the university in a place that isn’t usually positioned for universities.
creative concept
Parents always want the “best future” for their children, which means a good university degree & a steady career. That’s it? Is this what we prepare our future generations for? No! Because they can definitely do & be more. That’s why we will be the first to encourage them to follow their dreams by being bold, progressive, fearless, dreamers, winners in life. Because with a bachelor’s degree like ours, we can tell them with confidence to Dare the Future.
script
THIS DOOR IS NOT FOR THE WEAK
IT’S FOR THE HEARTS THAT DON’T REST UNTIL THEY FIND WHAT THEY SEEK NOT FOR THE ONES WHO ARE GOOD AT FINDING EXCUSES
IT’S FOR THE MINDS THAT FIND A WAY & NEVER LOSE IT
THE DREAMERS WHO WANT TO WALK ON THE SUN
THE MAD WHO PLAY FOR GLORY & WORK FOR FUN
WHO KNOW THAT EVERY LEAP OF FAITH WILL COUNT
WHO HAVE THAT FIRE THAT NEVER BURNS OUT
THAT SHEER WILL THAT... THAT RAGES
THAT ENERGY THAT NEVER AGES
IT’S FOR THOSE WHO DON’T KNOW THE MEANING OF DEFEAT
WHO ALWAYS GET UP & STAND ON THEIR FEET
THE FEARLESS WHO DON’T OWE YOU AN EXPLANATION
THE LEADERS WHO WILL CALL THE SHOTS WITHOUT HESITATION
WHO WILL SAY “STOP” WHEN IT’S UNFAIR
THIS DOOR IS ONLY FOR THE ONES WHO DARE
DARE THE FUTURE
art direction
We wanted the ad to be focusing on the idea rather than the campus and facilities of the university itself. We wanted the visuals to be reflecting the script and the people it’s targeting with minimal use of actors, leaving the imagination to the viewer. So locations varied from science labs, and a room flooded with papers and a board that has endless mathematical equations to an ice-full bathtub with dirty football shoes next to it. all of which reflect the type of students the university is made for.
growth
The ad went viral with more than 1 million views on the GAF account on Instagram and more than 500,000 views on YouTube.
director
Ahmed Kadry
global academic foundation
Karim El Ghanem & Sherif El Ghanem
first ad
Mohamed Essam
production house
AK Productions
dop
Ahmed Ashour
md
Rodina Yehia
creative director & writer
Omar Radwan
executive producer
Fathy Ismail
producer
Ahmed Shafik
agency
LZRD
line producer
Nada Gaber
editor
Amr Mekky
colorist
Ahmed El Gendy
vfx compositor
Aya Nasr & Sobhy
music production
Andrew Mounir
art director
Salma Taymour
