Cannes Lions
IMPACT BBDO, Cairo / TECNO MOBILE / 2015
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In order to overcome the unapproachable image of smartphones among the Egyptian masses and launch TECNO, a lower tier Chinese smartphone brand, we decided to democratize the smartphone.
We completely abandoned the conventional polished world of technology communication. Instead of breathtaking lifestyle shots, we went down to the real world of Egyptians. We spoke to people using their own language, humor and insights, and brought smartphone benefits seamlessly to their daily lives.
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