Latest news with #SherifMounir
Campaign ME
12-08-2025
- Entertainment
- Campaign ME
ADCB, Visa ‘level up' Egyptian generosity in funny Masri Card ad
ADCB, a leading banking institution in the UAE, and Visa have launched a new, fresh and engaging campaign to create awareness about the new 'Masri Card' credit card among Egyptian audiences. Targeting individuals who use credit cards on a daily basis for small, everyday payments – specifically, people interested in cashback benefits – the campaign was released across digital platforms, social media and billboards. The hero video of the ADCB Visa campaign was brought to life by creative lead and director Sherif Mounir, who directed the spot and developed the idea directly with the client. Everyone Films was the production house on record for the campaign, while The Barber House handled the post-production elements. The campaign, which runs primarily in Egypt, will run over the course of one to two months. The core idea of the campaign was to lean into the deeply cultural Egyptian spirit of helpfulness and generosity, which is deemed an important part of daily Egyptian life. However, given inflation and the rising cost of living, the hero film hilariously shows how this could be gradually fading, lending a level of honesty and authenticity to the campaign. By associating this card with enhancing generosity, the brand aimed to create an emotional connection with its target audience and position the card as something special. To combine the idea of a card that offers unlimited cashback with the idea of Egyptian generosity, the director and the production house showcased how the card is used to pay bills in fast food outlets and to cover everyday expenses, which is the card's main target use. The concept shows the story from the perspective of restaurant and shop staff, who have witnessed an exaggerated wave of generosity since the card's launch. Shot in a docu-drama format, the ad humorously captures how Egyptian generosity has 'levelled up' after the Masri Card appeared. It explores how generosity has changed – now often motivated by the cashback reward – which became the comedic twist at the heart of the film. CREDITS: Client: ADCB and Visa Visa Team: Shereen AboYoussef Nour Abuelal Creative director / Film director: Sherif Mounir Production house: Everyone Films Executive Producer: Ammar Abu Shady Head of production: Jihad Aboshady Producer: Ahmed Nashaat Line Producer: Rana Elmor Post Producer: Shahd Tarek Bidding Producer: Ahmad ElSerafy – Ahd Ahmed DOP: Mohamed Hamzon 1st AD: Wael Mandour 2nd AD: Marianne Magdy Production Designer: Eslam Hassan Shawky Art Director: Fatma El Tegany Stylist: Nada Khedr Casting Agency: Target Casting Agency – Omar Seven Sound Onset: Ramy Othman Video Assets: Abdulrahman Nasr Post-production: The Barber Shop Editor: Amr Rabee Assistant Editor: Mohamed Adel Sound Design & Mix: Fady Garas Post Producer: Yasser Bendary Color Grading: Ahmed El Gendy Demo: Art Work: Yasmin Marwan Animation: Islam Gad
Campaign ME
07-04-2025
- Business
- Campaign ME
Ramadan TVCs show why Taj Misr Developments is not joking about its projects
Egypt's Taj Misr Developments, the real estate development arm of EICC, which is known for its projects in the New Administrative Capital and New Zayed, has released a new campaign to create brand awareness and reveal what the company has achieved within its first five years. The campaign, which was launched across television, social media and billboards was brought to life by creative agency 7 Advertising, production house One Stop Shop and was directed by Sherif Mounir. The advertisements ran through the month of Ramadan and leaned on humour to show how Taj Misr Development isn't joking about its delivery deadlines and project completion – a common challenge in the Middle East construction and real estate sector. The campaign builds on the colloquial Egyptian connotation of 'joking', wherein a person who does not care about work is said to be joking, while a person who is serious about their work is said not to be joking. The idea of the campaign is simple: In the five years since its inception in the real estate market in Egypt, Taj Misr Developments has not been joking, which is why they completed nine projects in five years. The ad campaign, revealed through three episodes, showcases how the company's employees have forgotten how to joke in their everyday lives because they haven't joked in five years. In the execution of this idea, the creative agency and the director used comedic situations involving some employees of the company – Dina Attia, HR Director; Omar Fouda, Head of Finance; and Farid Sayed, Sales Manager – to demonstrate why they 'don't joke around' in their jobs and have, thus, forgotten how to joke in real life, as well. The campaign, which is now live on the company's social media channels has already garnered more than 14,000 views across YouTube and Instagram within the first two weeks of its launch. CREDITS: Client: Taj Misr Developments, EICC Creative agency: 7 Advertising Production house: One Stop Shop Director: Sherif Mounir
