The film follows a twelve-year-old child from Alexandria (the northernmost town in Egypt) who has to leave his friends behind as he embarks on a soul-crushing, yet imperative journey to Aswan (the southernmost town in Egypt) to undergo heart surgery at Magdi Yacoub Heart Foundation, one of the world’s most renowned heart facilities. In this journey, we see the child and his family as they take on quite the long, hectic journey to get to the foundation in order to receive proper treatment. Having to switch between multiple means of transport to get to Aswan on time, the journey is most difficult, especially for those traveling from the northern regions of Egypt, in this case, Alexandria.

This film is a musical tribute that provides a modern rendition of the Egyptian classic, Ya Messafer Wahdak, (which translates to Lonesome Traveller) Originally by composer Mohamed Abdel Wahab.

Magdi Yacoub Heart Foundation is raising donations as they prepare to unveil their new hospital in Cairo beside their main center in Aswan (the southernmost town in Egypt), this expansion eliminates the burdensome journey that patients from across Egypt endure for heart treatment.

The brief was to create an emotionally compelling copy that motivates individuals to donate to the center, facilitating the completion of the process and ultimately enabling a successful launch phase.

The objective was to increase donations and raise awareness for the new hospital, as it remains relatively unknown to many individuals.

The campaign had a significant impact on the brand, with donations reaching 50% of the annual target, a remarkable achievement given the prevailing inflationary pressures on people's purchasing power and charitable contributions. Moreover, the campaign successfully raised awareness about the Foundation's work and the urgent need for a new heart center in Cairo.

The emotionally resonant storytelling in the film, paying homage to a beloved Egyptian classic, struck a chord with viewers. The ad's audio became a trending sound on Instagram Reels and TikTok even a year after the campaign's conclusion.

In addition to the impressive viewership of over 2 million on social media platforms, the campaign garnered 12.9 million impressions, with an outstanding engagement of over 9000 shares and positive comments.

Overall, the campaign significantly enhanced brand perception, firmly establishing the Foundation as a leader in improving healthcare infrastructure throughout Egypt.

The film’s music and script pay homage to Mohammed Abdel Wahab’s “Ya Messafer Wahdak”, an authentic nostalgia inducing classic, that is considered a musical icon in the Egyptian Zeitgeist.

The lyrics, which are used as lines of dialogue for the film's characters, perfectly compliment the film as they are parting words for travelers. This is the case for the film's main character who must endure harsh travel conditions (which are furthered by the poor quality of public transport in the country) in order to have his heart treated in the Magdi Yacoub Heart Foundation, one of the world’s most renowned heart facilities. The Foundation is raising donations to build another more accessible heart center in the capital of Egypt.

Additionally, the film was released during Ramadan, a time known for doing good deeds, and most importantly, for giving to charity.