Absent-minded moment: throwing away the phone instead of the paper.
Absent-minded moment: placing the iron inside the washing machine.
Absent-minded moment: putting the TV remote inside the refrigerator.
Absent-minded moment: cracking the egg into the trash instead of the pan.
Absent-minded moment: buttoning the shirt incorrectly.
Displayed across high-traffic mall digital screens to capture attention through relatable everyday moments.
The campaign adapts naturally to Cairo Metro advertising spaces, reaching commuters during their daily routines.
Designed for Cairo's outdoor digital displays, creating instant visual impact in busy urban environments.
Description
Self-initiated social media campaign concept inspired by everyday absent-minded moments. The campaign transforms relatable mistakes caused by losing focus into simple visual humor, positioning coffee as part of the everyday ritual before moments that require attention. Built as a creative case study for the Egyptian market.
This student campaign titled 'Need Focus' was published in Egypt in August, 2026. It was created for the brand: NESCAFÉ , by ad school: Independent. This Design, Digital, and Static Images media campaign is related to the Media industry and contains 8 media assets. It was submitted about 15 hours ago by Senior Graphic Designer: Mohamed Aziz.
Credits
Creative Direction: Mohamed Abd El-Aziz
Art Direction: Mohamed Abd El-Aziz
Graphic Design: Mohamed Abd El-Aziz
Concept Development: Mohamed Abd El-Aziz
Copywriting: Mohamed Abd El-Aziz
