AGENCY
Amr Hilmy, Business Director
Rayan Rahal, Account Director
Gisele Makary, Social Strategist
Firas Medrows, Executive Creative Director
Katrina Petrenko, Associate Creative Director
Syed Rizvi, Senior Art Director
Alex Bo, Digital Senior Graphic Designer
Rahul Radhakrishnan, Motion Graphic Designer
Maya Sfeir, Senior Arabic Copywriter
Hafis Riyad, Finalizer
Hearts & Science
SUMMARY
MG ZS sales were stagnating, driven by low performance perceptions. MG engineers worked day and night to give the car a complete overhaul with the MG ZST. But communicating iterative improvements to an existing model line in a cluttered category was not going to be easy. The ‘#TakeItToTheMax’ campaign captured our audience’s competitive spirit, engaging them with a high-octane influencer challenge. It reached over 1 million people, and led to a record-breaking 521 units sold in the first 40 days of launch.