For the past years, the pre-championship commercials have always been about the motivating jingles and the mega-celebrities ads; so, this year, we wanted to break the clutter of AFCON communication and create something different and real. We wanted to create a campaign that resonates with the audience and resembles their true way of cheering and this is what our campaign is all about. Our films show snappy, humorous, and witty situations for all kinds of Egyptian football fans and include relatable insights that make the whole campaign both unique and real.

Football fans are highly superstitious and when it comes to Egyptians, we are superstitious by nature, especially when it comes to football. We literally integrate superstition in the most absurd way. We believe in the mystical powers of the blue eye, using it to shield ourselves from envy and we even throw salt on the floor, convinced that it blesses the place.

And when it comes to football specifically, there are dozens of bizarre insights; there's the one commentator whom you believe will jinx the team, there's the jersey that brings you good luck in each match, the one friend with whom you have to watch each game with because you never lost when they're around, this one place in which you watch all games in, convinced that it will effect the results in the stadium, there's the seating plan with your friends that you repeat every game ever since you won while sitting in the same places, the same exact meal that you order on each game day because changing it might make your team lose and there's those who love watching all games in the barber shop -it's a lucky charm, they say.

All the previous helped position our campaign in a highly unique place because the concept of superstition in general is widely known amongst Egyptians. So, if superstition was a competition, we'd most certainly always remain on top.

We've come up with 10 short, humorous copies capturing the most absurd behaviors Egyptian football fans might engage in to ensure victory, portrayed realistically.

Along the copies, you'll see a dad locking up his son he deems to be bad luck, a security guard and thief adjusting handcuffs together, mimicking the exact way they were positioned when our team last won in 2010, a couple of elderlies in a retirement house sitting in the same way they did when they last won, doormen watching the game on mute avoiding the voice of the unlucky commentator who constantly made them lose, a guy storming into the same hospital room where his wife gave birth years ago because that was the last time they won, and a guy wearing an old, super tight t-shirt while watching the game believing that it holds the key to victory.

Egypt has won the most titles in the African Cup of Nations, securing 7 victories. However, it's been 14 years since our last win, every year, people hope for a win, but it hasn't happened yet. Still, Egyptians and brands keep supporting the national team in every way they can till we return back the cup home.

And given Orange is the official sponsor of African cup of nations this year, our brief was mainly to come up with a compelling concept that would resonate with the audience and create engagement among football fans.

Our objective for this campaign was to create a buzz in the market and break through the clutter, while also introduce orange tournament offer to recharge and win free mega-bites and subscription to watch the tournament.

The campaign had a significant impact, surpassing expectations by achieving over 180 million views on social media, exceeding 300 million impressions and over 50 million people reached.

Our campaign resonated with the audience, shaping their watching habits and their commitment to match rituals believed to bring luck. Social platforms buzzed with posts from football fans sharing their videos highlighting their game traditions using our campaign line.

It also caught the attention of famous figures who shared their opinion in a humorous manner bringing a sense of relatability.

This campaign positioned Orange as a brand representing all fans, with our creative concept and relevant offer, we managed to captivate the market and build a stronger connection with the audience due to our relevancy. Orange campaign overachieved its initially set KPIs, with growth in subscribers to 21.5 million, a rise in redemption rates to 15%, and a substantial 14% increase in revenues.

When it comes to Egyptian football fans, they're tired of the same old AFCON commercials. Whenever an ad features the National Team's players, fans instantly get frustrated because they feel the players should be focusing more on training. And not to mention the infinite jingles that have been over-used in every possible way for the past years starring various celebrities. That's why we needed to create something real this year, based on knowing exactly what the audience needs. The insight that sparked our thoughts is how absurdly superstitious Egyptian football fans are; because when all the cheering stops working, they can only rely on superstition to change Egypt's luck and actually win this time using everything they believe might bring them good luck while avoiding anything they see as bad luck.