NBE Ramadan Campaign 2025: Bridging Generations, Celebrating Heritage

Identity

30-03-2025

The National Bank of Egypt (NBE) is setting a new benchmark for creativity and impact with
its Ramadan 2025 campaign, 'ﺟواك ﻋﺎﻟم… ﯾﻐﯾر اﻟﻌﺎﻟم' (Inside you is a world that can change the
world). This campaign has not only captivated the hearts of millions but managed to
connect different generations through a unique blend of storytelling, music, and
technological innovation.
Teaser ads, including a mysterious NBE gift box and a cryptic door, created a sense of
curiosity and anticipation, leaving audiences eager for the full story. The use of generative
AI, CGI, and cutting-edge technology brought these concepts to life in a very creative way,
blending ancient Egyptian landmarks with futuristic, mind-blowing visuals.
This campaign can be said to be balancing nostalgia with modernity, featuring a diverse cast
that reflects Egypt's unique cultural identity.
Having iconic figures like Soad Hosni definitely brought a sense of nostalgia for Baby
Boomers and Gen X. Then Mohamed Hamaki steps in and bridges the gap to Millennials.
Finally, Wegz ends it all on a high note, with his energetic and unique performance,
resonates strongly with both Gen Z and Gen Alpha. These artists celebrate Egypt's rich past
while embracing its future.
Every scene of this ad transports viewers through time, showcasing the elegance of the 19th
century, the vibrant streets of modern Egypt, and the grandeur of Ancient Egypt. The final
moment, where all three stars come together, symbolizes the unity of generations and the
shared pride in Egypt's culture and progress.
The campaign's soundtrack became an instant hit, crossing generational divides with its
seamless fusion of genres. The lyrics speak to the collective pride and aspirations of
Egyptians, resonating with audiences of all ages, where the song's viral success on social
media solidified its impact. The ad garnered over 1.1 billion views across platforms,
cementing its unprecedented success not only in the banking sector.
We have to say that the NBE Ramadan 2025 campaign is more than an advertisement; it's a
movement that inspires pride, connects generations, and showcases the enduring strength
of Egyptian heritage in the digital age. On a scale from 1 to 10, how much did you like this ad?
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