Spark the light

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.