In Egypt, women make up only 23% of the workforce. Even though the percentage of women in the workforce is so low, the issue still goes largely unnoticed.
In three ads, the readers were challenged to find the woman in technology, politics, and science, three up-and-coming industries in Egypt.
The main message behind the campaign is to shed light on the importance of equal opportunities for Egyptian women to participate in the labor force and contribute to the development of the Egyptian society.
Beazley designs of the year 2017
Wood Pencil, D&AD, Poster Advertising
1 x Bronze, Cannes Lions
6 x Shortlists, Cannes Lions
1 x Silver, The One Show, Craft
1 x Bronze, The One Show, Publishing
3 x Merit, The One Show
2 x Silver, LIA
1 x Bronze, LIA
3 x Gold, Dubai Lynx, Outdoor
3 x Bronze, Dubai Lynx, Print and Publishing
In a follow up campaign to help highlight the sad truth that women in Egypt still make up only 23% of the active workforce, UN Egypt hosted a high profile exhibition where two prominent photographers beautifully captured the Egyptian workforce at work.
As the exhibition was unveiled and guests made their way through the different journeys depicted in the stunning images, they eventually realized that not one of the photographs had a woman in it.
Families in the Middle East tend to live far away from their parents. Many grandparents in the region are not familiar with technology, which makes it hard for families who live away to share precious moments. The Grandparents Frame and App by Johnson’s Baby helps to capture and instantly send indescribable moments to grandparent’s homes. It allows grandparents to witness these moments of your babies and children as they grow, connecting three generations.
The video reached over 2.3 million views on youtube and got featured on Al Jazeera, BBC, Fast Company, The National and many other media.
2014 New York Festival | Bronze | Public & Media Relations: Products & Services
2014 New York Festival | Finalist | DIGITAL: Interactive Applications
2014 New York Festival | Finalist | DIRECT & COLLATERAL: Use Of Medium
2014 New York Festival | Finalist | Public & Media Relations: Use Of Medium
2014 Creativity Online | Top20 | Ad Age Best Ads
2014 Featured in Contagious
DRAG, DROP, DONE. A simple way for Apple and iPhone users to give back this holiday season. You pay one or two bucks for an app and, after a while, you get tired of it. So what to do with the leftovers? The Donation Box takes this symbol of our digital consumerism, unneeded applications, and brings them back to the real world.
All of us who worked on the idea were living in New York, and several of us were displaced by Hurricane Sandy into each other's homes. We took advantage of that week off work to jam on the idea and execute a tight video to present it.
Personal Project while at 360i New York, USA.
"The best idea Apple never had"
-Creativebloq
AWARDS
2013 Cannes Lions | Shortlist | Future Lions
2013 New York Festivals | Bronze World Medal Winner | Digital: Use Of Medium
2013 Golden Award of Montreux | Finalist | Digital: E-Content
2013 New Creatives | Best of | New Creation of the Month Winner | Top5
2012 Creativity Online | Pick of the Day | Top 20
2012 Advertising Age | Best Ads
2012 PSFK | Top 5 Apps
We were tasked with creating an animated 3D billboard for K Pop Square - Seoul’s answer to Times Square or Piccadilly Circus and one of the biggest media spaces in the world.
The brief was simple - you can be whoever or whatever you want to be in the Metaverse. This was our answer…
Discover your Metaverse you
You can be whoever or whatever you choose in the Metaverse. You can express you true self based on your passions and interests.
We created a fun, interactive quiz that allowed young people in Korea to discover their Metaverse self in the form of a quirky avatar.
All they had to do was answer a series of fun and engaging and very visual questions to receive a character and profile that represented their virtual self from over 30,000 possible combos.
THE FLIP SIDE
To kickstart the new McDonald's Arabia's platform ‘Life Tastes Better Together’, we created a campaign that showed the ups and downs of a family.
Silver Dubai Lynx
THE BEAUTIFUL DRIVE THRU
People give McDonald’s a hard times when it comes to the quality of its food. Especially their ingredients.
In this anthem spot we demonstrated how quality and freshness is at heart of everything that McDonald’s does.
THE NEW SUPER POWERFUL NOTE
I was part of the team working on the global launch of the Samsung Note9. The work below is only a selection of all the work we’ve been producing for Samsung Mobile and B2B over the past couple of years.
After successfully winning the F1 CRM account, we created F1's first fan engagement programme, built on the foundations of a hyper-responsive email campaign.
F1 is more fun with the back story, so fans were invited into the season as a drama series. Each Grand Prix became the next episode in an unmissable saga, with the drivers, managers and circuits as the characters.
With more than 40 million interactions, doubled the average fan’s value, trebled the mega fan’s value, and brought in £6 million in sales.
Find The Advantage
When in summer 2018 the Football World Cup happened, it seemed like the worst time to get the fans interested in The Wimbledon Tennis Championship.
So how on earth could we compete?
We hijacked football fans by using AI and got them to watch Wimbledon. We compared live data of footballers and tennis players and analysed what the athletes can learn from tennis players.
COKE ENERGY is Coca-Cola’s first new product launch since the brands’ highly successful, Coke Zero. The campaign strategy centres around the energy drink’s dynamic looking design and the premise that positive energy is contagious, quickly spreading onto the next person. The launch film cleverly represents these waves of positive energy through an eye catching, high energy dance performance, that is a visual representation of the positive energy that can be released by the product.
The 24 Hours of Le Mans dates back to 1906 and has become one of the most famous races in the world over the past 110 years. And Porsche has become the most successful team in its history, with 18 overall victories to date.
To prove the Porsche Cayennes offroad capabilities we rebuild the Le Mans circuit in Dubai, but this time in the desert.
Every language has a unique personality. You can learn it at the Berlitz Language School.
LIA 2016 – Bronze (Radio)
Dubai Lynx 2016 – Bronze (Radio)
Ad Stars 2016 – Finalist (Radio)
Best Ads on TV – Top 6
Unfortunately 2016 was one of the most disappointing years in music history. And not because Justin Bieber was the most played artist of the year, or that 3 Doors Down released another album.
A lot of great artists died in 2016. The-last-track.com gives them the last stage to play on.
Every day a new musician, no matter if they were world-famous or more underground, will be commemorated by sharing the music they left behind. Just in the first month of 2016, names such as David Bowie and Glenn Frey knocked on heaven’s door.
Together with many others, this site gives them one last encore.
