CBC / EgyptFilm · Social
Abla Fahita.
A female puppet that started out selling other brands' products became a pop star and a prime-time chat show host on CBC, and won Egypt's first Titanium Lion.
- Brand
- CBC
- Market
- Egypt
- Region
- MENA
The challenge
JWT wanted to show that an advertising character could stop being a borrowed spokesperson and become an entertainment property with its own audience and business model.
The idea
Abla Fahita, a puppet created for brand advertising, was built into an entertainment brand in her own right. She released a hit single with director Hassan el Shafei and got her own prime-time talk show, Live from El Duplex, on CBC. Campaign Middle East reported that JWT presented it as a new business model for advertising.
Results
- Campaign Middle East reported it as Egypt's first Titanium Lion, awarded on the festival's final night in 2015.
Case study source: Campaign Middle East Source ↗
Awards
- Cannes Lions 2015Titanium LionsTitanium
- Cannes Lions 2015 Titanium (Titanium)
Credits
- Creative agency
- J. Walter Thompson Entertainment, Cairo
- Chief Creative Officer Middle East and Africa, JWT
- Ramsey Naja
- Chief Strategy Officer MENA, JWT
- Amal el Masri
