Description
CIB is a well-established local bank with deep roots in Egypt and a strong reputation for trust and reliability. Now, it’s launching a new card called “Swipe” — a smart, flexible way to pay in installments for almost anything. The concept is simple: make installment easy, accessible, and effortless, just like an old friend who makes things simple. To connect with an audience aged 40 and above — a generation shaped by the pop culture of the ‘80s — the campaign brings back three nostalgic celebrities known for their iconic songs. These lyrics have become so deeply ingrained in people’s memory that in our execution, every time someone meets one of these stars in real life, they naturally speak to them using lines from their old songs. It’s funny, emotional, and instantly relatable. We rewrote and adapted the lyrics slightly to fit modern everyday situations — a creative challenge, especially with rights and flow — but the result is a fresh, playful script that hits both culturally and emotionally. The campaign’s title, “Esmo Sahli” (which sounds like “Esmo Sam‘ali,” a famous Egyptian song), adds a final nostalgic wink — simple, familiar, and instantly catchy.
This professional campaign titled 'CIB Swipe' was published in Egypt in July, 2025. It was created for the brand: CIB Egypt, by ad agency: people of the internet. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 5 months ago by Director: Amr haddad of Freelancer .
Credits
Latest for CIB Directed @by______amrhaddad______ written by Amr Haddad & @hakeemkamal_ @yasserseif @kerdanii creative partners♥️CIB Swype Credits:
Agency @pplofinternet e
*Crew:* ♥️
DOP: @hamzon.x 👑
Production Designer: @ahmedshaabanaly 👑⭐️
Stylist: @nadakhedrr & @shazakhedr 👸🏼👸🏼
1st AD : Wael Mandour
SFX Artist: Amr Abdallah
Photographer: Mohab Mostafa
2nd AD: Melody Adly
Shooting Board Illustrator: Youssef
Casting Agency: @Target Castings
*Bigfoot Films Team:*♥️👌🏻
Executive Producer: @begad_omran @azziwazzi
Producer: @k_fellah love & respect 👑
Line Producer: Menna Felfela
Post Proudcer: Nouran Mowafak
Assistant Producers: Andy - Amaal Mohamed - Joumana Mohamed
Head of production: Hesham Abuzied
Production managers: Abdelrahman Magdy - Kareem Gaber
*Post-Production:*
Barbershop studios
Editor: Amr Rabeaa
Assistant Editor: Andrew Louise
Grading: Ahmed El gendy
Vfx: Snap
Sound: Mada Khalid
Vo: Eslam Hossam
*People of the Internet*
Noha Kamal, Kareem Maghraby, Yasser ElBahr
*Creative Team*
Associate Creative Director: Mostafa Elkerdany
Senior Copywriter: Mohamed Hesham
Art Director: Rana Gawesh
Art Director: Moaaz Mahmoud
*Business Team*
Senior Account Manager: Noura Zidan
Account Manager: Farida Elsherif
*Digital Team:*
Content Lead: Sara Mosharef
Content Manager: Shehab Adel
Content Manager: Raghda abu zeid
Senior Video Creator: Mahmoud Bassem
