AGENCY
Marize Sami, Head of Digital and Social Media
Yasmin Shehab, Digital Account Director
Ahmed Waheed, Creative Director
Mostafa Sherif, Creative Director
Mariam Ibrahim, Associate Creative director
Youssef Hammad, Associate Creative director
Mohamed Samy, Senior Copywriter
Lamis Saleh, Digital Account Manager
Salma EL Refaei, Head of Strategy
FP7 McCann Dubai
Tahaab Rais, Regional Head of Strategy MENAT
SUMMARY
Clear, from Unilever, had been using football in Egypt in advertising, but it needed to do more to improve its brand’s image among Egyptians, as a global brand contributing to local communities.
So, we created a platform to bring Clear’s purpose to Egypt by doing something no brand had done before FOR Egypt: Give talented street children their opportunity to shine.
We activated street football camps across the country and selected a team of street stars to represent Egypt at the Street Child World Cup and the Homeless World Cup.
