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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