Mountain View is one of the most prominent real estate developers in Egypt. Its new project the “iCity” will be something that Egyptians have never seen before, a futuristic concept where island like compounds separated by lakes and parks are all interlinked into a self-sufficient, car free city.

The brief was to create launch campaign that not only would stand out in this highly competitive sector but also break through the clutter during the busiest advertising time of the year, Ramadan.

Or primary objective was not only to generate sales, but also to build on the aspirational quality of the brand.

Another must was the necessity to explain this unique and unfamiliar concept of modern living to our audience

Featuring two of Egypt’s most beloved actors, Ahmed Ezz and Maged ElKedwany (also known as Migo). Filming in five countries we follow our two stars as they go from city to city discovering its best features, but also discovering their flaws.

Each commercial concludes with fact that the features they like in these places will soon be available in the iCity.

We go from Mauritius to Paris, London and then to New York where, Migo, is kidnapped.

We then release a series of viral videos featuring Migo where we see him being hold captive and pleading for help to find out where he is, who kidnapped him and why. We created an online competition called “Finding Migo” where you could win a trip for two to one of the destinations he and Ahmed visited, people went mad for the campaign.

Even DJ and celebrities were talking about it.