Creative Director
at
Leo Burnett MENA (Middle East & North Africa)
Giza Governorate, Egypt
| Title | Now or Never |
| Agency | FP7/CAI |
| Campaign | Now or Never |
| Advertiser | Orange |
| Brand | Orange |
| Date of First Broadcast/Publication | 2017 |
| Business Sector | Telecommunications Services |
| Story | The music video features a bunch of elderly but devoted Egyptian football fans singing with melancholic agony. Why? Because their team hasn’t qualified for the World Cup in the last 28 years. Now these senior fans, watching from intensive care units and in between popping meds, have only one wish: to see their team play in the World Cup one last time! These elderly football fans have one foot in the grave, but they're still singing because a not-so-secret wish is keeping them alive. The wish to see the Egyptian national team qualify for the World Cup for the first time in 28 years. If the team pull it off, the super seniors will be able to watch them play in a World Cup match before it's too late. |
| Philosophy | The music video features a bunch of old time, devout, Egyptian football fans singing in melancholic agony. Why? Because their team hasn’t qualified for the world cup in the last 28 years. Now, these senior fans, watching from intensive care units and in between popping meds, have one wish only, to see their team play in the world cup one final time! The darkly comedic musical is a dedication to the national team; a plea and a threat all at the same time. The message, it’s now or never. |
| Media Type | Digital |
| Length | |
| Creative Director | Maged Nassar |
| Copywriter | Akram Negm |
| Copywriter | Hashem el Soukary |
| Song Writer | Mohamed ELGhamrawy |
| Art Director | Shady Allam |
| Group Account Director | Sondos Effat |
| Account Director | Raghda El Maghrabi |
| Account Manager | Ramy Raafat |
| Account Supervisor | Heidi Felfela |
| Head of Strategic Planning | Naila Fattouh |
| Head of Film Production Department | Heba Radwan |
| Agency Producer | Moayad el Shennawy |
| Agency Producer | Omar Gawdat |
| Agency Producer | Aslan Tarek |
| Director | Maged Nassar |
| DOP | Pierre Mouarkch |
| Executive Producer | Begad Omran |
| Producer | Ahmed Azmi |
| Production Manager | Mohamed Sabry |
| Production Coordinator | Engy Emad |
| Assistant Producer | Ahmed Allam |
| Assistant Director | Amr Berry |
| Assistant Director | Ramy Naseif |
| Art Director | Assem Ali |
| Stylist | Nada Adel |
| Makeup Artist | Iniaki Maestre |
| Photographer | Batool El Daawi |
| Colorist | Karim Mira |
| Editor | Amr Rabei |
| Post Line Producer | Omnia Metwalli |
| Composer | Wael Alaa |
| Sound designer | Hosny Ali |
| Graphics | Squids Visual Arts |
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