Floward / Middle East / 2024Film
Works Like Magic.
A mob boss is about to have one of his men whacked, then remembers it's his birthday and sends him flowers from Floward instead. Floward's first global campaign played film villains for laughs.
- Brand
- Floward
- Agency
- IMPACT BBDO
- Market
- Middle East
- Region
- MENA
- Year
- 2024
The challenge
Floward, a Middle Eastern gifting brand, wanted a campaign that would work in any market across the Middle East and Europe, without paying for the rights to a famous film scene.
The idea
IMPACT BBDO Cairo recreated the tropes of gangster and western films without copying any one scene: in The Mobster, a boss spares a man because of his birthday, and a second film is called Western. Ali Ali of Good People Films directed. The films ran during Ramadan.
Results
- 390 million video views, 80% of them on TikTok, according to the Dubai Lynx entry
- 54% more orders than Floward's previous campaign, World of Gifts, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Film – Consumer GoodsBronze
- Dubai Lynx 2025Film – Consumer GoodsBronze
Credits
- Creative agency
- IMPACT BBDO Cairo
- Production
- Good People Films
- Creative Director, Impact BBDO
- Abdullah Farid
- Creative Director, Impact BBDO
- Mahmoud Shokri
- Director, Good People Films
- Ali Ali
- Business Lead, Impact BBDO Cairo
- Tarek Akil
- Account Lead, Impact BBDO Cairo
- Rana Ashmawy
- Project Management, Impact BBDO Cairo
- Menna Abaza
