Wunderman Thompson Cairo creates social distancing campaign for Vodafone Egypt during Ramadan, a festival usually filled with togetherness
Ramadan is usually known as the month of togetherness, but this year was different; Covid-19 has forced people to stay apart. Virtual connections have become the only safe way of sustaining human connections, which is why, regardless of the occasion, everyone and everything has gone digital.
Being the telecommunication brand that promotes optimism and a better future through the togetherness of human connectivity, Vodafone Egypt along with Wunderman Thompson Cairo launched, “Stay Home, Stay Connected/Entertained,” as its communication platform. It urges customers to stay home while Vodafone keeps them entertained and connected to anything they need. Wunderman Thompson Cairo wanted to create work that solves the paradox of Ramadan (togetherness time) and Covid-19 restrictions (lockdown isolation) with joy and fun.
In collaboration with a line-up of celebrities, the campaign launched with pre-Ramadan entertainment where each celebrity provided content that reflected what they do best. Then, on the first day of Ramadan, the campaign’s main film aired. Led by an emotional song it showcased how millions of Egyptians will always stand by one another and help make life easier, in any way they know how.
The film was shot remotely, by sending sterilized cameras to celebrities’ homes, as their friends and families shot them. Guided by the director, agency and client through a Zoom conference call, the shoot took a total of 10 days. From Cairo to Manchester, connecting via a laptop meant no one had to leave the safety of their own home.
Having launched on 24 April, by 29 April the video on Facebook had garnered:
32 million views
857,000 likes
34,000 comments
65,000 shares
Credits
Agency : Wunderman Thompson Cairo
Deputy Managing Director: Hassan El Sada
ECD: Mohamed Fouad
Business Director: Heba Hosny
Account Manager: Reem El Gabaly
Account Executive: Tarek Lawaty
Associate Creative Directors: Ahmed Wahid - Malek Sherif
Vodafone Egypt, Head of Marketing Communications: Heba Arafa
Vodafone Egypt Brand Manager: Alia Faizy
Film Directo: Mohamed Shaker Khodeir
