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MOUNTAIN VIEW iCITY

ADVANTAGE MARKETING & ADVERTISING, Cairo / MOUNTAIN VIEW / 2017

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Case Film

Overview

Entries

Credits

Overview

Background

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 a 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

Execution

Featuring two of Egypt’s most beloved actors, Ahmed Ezz and Featuring two of Egypt’s most beloved actors, Ahmed Ezz and Magued 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 the fact that the features they like in these places will soon be available in the iCity.We go from London to Mauritius, Paris and then to New York where, Migo, is kidnapped.We then release a series of viral videos featuring Migo where we see him being held captive and pleading for help to find out where he is, who kidnapped him and why.This launched the “Finding Migo” online competition, which had over 16 million hits becoming the talk of town. The online competition built anticipation prior to the release of the last two commercials of the

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