Let me, ma’am. Those bags are too heavy for you. Representing Egypt… Sara Samir. Nothing’s too heavy for Sara Samir. Egypt’s Olympic weightlifting champion. Bronze — Rio 2016. Silver — Paris 2024. You carry them, then. We’re with her for what’s next. Edita. Backing all things Egyptian.
Everyone’s flexing these days. Just taking up space. Easy, coach. You’ve got it wrong. Drop the weight and get your form right. Representing Egypt… Mohamed Elmenyawy. Egypt’s champion knows what he’s doing. Mohamed Elmenyawy. Egypt’s Paralympic powerlifting champion. Gold — Paris 2024 Paralympic Games. We’re with him for what’s next. Edita. Backing all things Egyptian.
Let’s settle it on court, then. Or aren’t you ready? Wait… aren’t they…? Good luck, buddy. Representing Egypt… Hania El Hammamy. World No. 1 in women’s squash. Representing Egypt… Mostafa Asal. World No. 1 in men’s squash. We’re with them for what’s next. Edita. Backing all things Egyptian.
Description
You don’t always know when you’ve challenged a champion.
A helpful comment. A little advice. An innocent attempt to balance the teams. Nothing unusual - until you realise who you’re talking to.
That moment of recognition became the idea behind Edita’s latest campaign.
The champions were already champions. We simply put them in situations where someone unknowingly triggers the competitive instinct that got them there in the first place.
Three films. Four Egyptian champions. And one inevitable response:
Challenge Mode: ON.
A playful take on Edita’s راعي لكل ما هو مصري platform, celebrating the champions it proudly supports.
This professional campaign titled 'You Never Know Who You’re Challenging' was published in Egypt in September, 2026. It was created for the brand: Edita, by ad agencies: Influence Communications and Mention. This Digital and Film media campaign is related to the Food, Other, and Sports industries and contains 3 media assets. It was submitted 1 day ago by Regional Executive Creative Director: Refaat Refaat of Refaat Refaat.
Credits
Advertising Agency: Mention - Influence Group
Regional Executive Creative Director: Refaat Refaat
Creative Team: Seif Eldin Ahmed, Sherif Ashraf, Seif Mohamed, Mostafa Galil, Hussein Nabil
General Manager: Shady Nagy
Account Director: Mostafa Ra’fat
Account Executive: Mariam Abdelkareem
Production Company: NotMe Films
Director: Abdulrahman H. Nasr
Executive Producer: Peter Abuelkhier
Producer: Shams El Sawaf
Director of Photography: Moaz Abas
Art Director: Cherine Halaby
Stylist: Salma Adly
First Assistant Director: Mohamed Abdel Aziz
Line Producer: Perry El Shinnawy
Post-Production Company: PYMK Studios
Editor: Abdelrahman Sammeh
Colorist: Essam Abdelsalamm
Sound Studio & Mixing: Batcave Studio
