It is neither the first, nor the last move by Vodafone Egypt to impact people's lives and transform mindsets. "E3rafli" is one of the newest initiatives by the Sustainable Business unit in Vodafone Egypt. E3rafli is a mobile application that is meant to empower the visually impaired public with a set of necessary tools to be more independent. Additionally, what makes this initiative remarkably indubitable is that the owner himself is visually impaired; proving that the lack of sight is irrelevant in the minds of a true visionary. Although TMI. MEA had the pleasure to work on this project shy of just a couple of months ago, our strategy in TMI was to turn a communications piece into a beautiful story with the essential purpose of inspiring the visually impaired demographic in Egypt through a lovely sound experience, as well as inspiring the entire Egyptian community through demonstrating the use of the application in real life. The copywriting came very descriptive to visualize what we see on screen for the visually impaired people, coupled with brilliant musical tones to be able to touch the hearts of the audience. We meant to create a story that is more of a short film than a commercial, thus literally bringing the film industry to the advertising world! Digital advertisement created by TMI, Egypt for Vodafone, within the category: Electronics, Technology.

Tour n’ Cure launched its new campaign, #StopTheWait, to eradicate Hepatitis C from the world. The film is an initiation of a movement to help cure more than 100 million patients who are waiting for a treatment, that is overly expensive and unavailable. Featuring renowned footballed Lionel Messi, it showcases his life in 2 years versus the life of a patient who meanwhile has to wait for a cure, to live life. Messi vs. Melanie, its about time to #StopTheWait. Film advertisement created by BBDO, Egypt for Tour n’ Cure, within the category: Health.

Digital advertisement created by Digital Republic, Egypt for Axe, within the category: Health.

Film advertisement created by Patchwork Productions, Egypt for TikTok, within the categories: Electronics, Technology, Media.

Film advertisement created by JWT, Egypt for Vodafone, within the category: Electronics, Technology.

Film advertisement created by FP7, Egypt for Frequency, within the category: Professional Services.

Film advertisement created by Kairo, Egypt for Three Chefs, within the category: Food.

Film advertisement created by JWT, Egypt for Crunch, within the category: Confectionery, Snacks.

Film advertisement created by Saatchi & Saatchi, Egypt for Cook Door, within the category: Food.

Trapped Egypt is an escape room game where you have to discover clues, solve puzzles, and accomplish missions in 60 minutes to escape from the site of the game. So, No Matter Who You Are, In Trapped, It Won't Go Down Easy Film advertisement created by Haz, Egypt for Trapped Egypt, within the category: Gaming.

Whatever your scream is, we've got a blend for it. Introducing the new premium blends from TBS.

For some reason, talking about the period (something magical that all/most women get every month) is shameful. We wanted to remove the stigma and start talking about it in a society that is conservative. We created the Ultimate Period Kit for girls to put their pads and tampons in, as well as heat pads and some essential oils and herbal teas. And we created a song to go with it enticing and encouraging girls not to be ashamed of their cycles and to own their periods. Periods are magical. Own it. Period. Film advertisement created by Allthingsdibo, Egypt for Palma, within the category: Fashion.

Content advertisement created by Cairo Ad School, Egypt for Peugeot, within the category: Automotive.

Last year's initiative was the building of a full-sized artificial pitch, and was backed by the UEFA Foundation for Children, the Asian Football Development Project (AFDP), the Jordanian Football Association, the Norwegian Football Federation and Lay’s, who are also a sponsor of the UEFA Champions League. This year, we decided to raise the bar and give girls and women the opportunity to express their passion for sports and for football. We starred Leo Messi for the cause and built a brand new artificial pitch in the Zaatari Camp in Jordan; which houses just over 100,000 refugees will give thousands of children the opportunity to play the game they love, with the best facilities possible. “It’s a wonderful feeling to see how something as simple as a football pitch can bring so much joy and happiness. Football has the ability to inspire, unite and also teach children important life skills and values, such as teamwork and respect,” the UEFA president said. Prince Ali Bin Al Hussein, who is the President of the Jordanian Football Association, mentioned, “powerful mediums such as sport and education have the ability to plant seeds of hope and potentiality even under the most difficult circumstances.” The center has become the hub of sporting life in the camp and allows children to play in a safe environment as well as giving them the chance to engage in sport and football in particular with others. Film advertisement created by TMI, Egypt for Lay's, within the category: Public Interest, NGO.

Film advertisement created by Kairo, Egypt for Freska, within the category: Confectionery, Snacks.

Film advertisement created by FP7, Egypt for Palm Hills Badya​, within the category: Industrial, Agriculture.

Film advertisement created by Kairo, Egypt for Three Chefs, within the category: Food.

Film advertisement created by Publicis, Egypt for Mandolin, within the category: Confectionery, Snacks.

Film advertisement created by Kairo, Egypt for Three Chefs, within the category: Food.

Film advertisement created by JWT, Egypt for Dolceca, within the category: Food.