Smartphones tend to hijack our presence amongst family and friends. So the only way to watch PepsiCo’s newest Ramadan campaign, is in a gathering with two other individuals. Creating the first mobile multi-screen ad, turning the usual individualistic use of mobile phones into a collectivistic/social experience.
The content features the story of 4 friends who one-by-one left their phones to enjoy the real world instead of the digital one. This was narrated through a song by Egypt’s most popular actor, Sameer Ghanem – An icon of family entertainment, loved by all generations. The ad ends with an inspiring reality-check making viewers realize that they are now actually all together, and to leave their phones as is, and continue enjoying time with other another.
Digital advertisement created by BBDO, Egypt for Pepsi, within the category: Non-Alcoholic Drinks.
President / Chief Creative Officer: Hussam Moro
Managing Director: Roni Chamcham
Executive Creative Director: Ahmed El Keiy
Senior Copywriter: Wael Khairy
Copywriters: Omar Osman, Alaa Khalil, Ezz Tarek
Group Account Director: Aref Fakhoury
Account Manager: Salma Shahin
Planning Director: Noor Hassanein
Strategic Planner: Hend Ghorab
Head of Content / Social Media: Rula El Kaliouby
Agency Producer: Emad El Tayeb
Art Director: Mohamed Gaber
Director: Haisam Abu Samra
Production House: The Talkies
Founder of Talkies: Sherif Fareed
Senior Producer: Khaled Zaki
Post-Production: Tariq Ali