The perfect fusion; a simple formula with a complicated background.

What did we know about our occasions?

Ramadan is about bringing people together.

Egyptians across all demographics and psychographics, are football fanatics; especially for the National team.

Vodafone is a telecommunications brand that stands for connectivity, empowerment and community.

The idea was simple. Fuse both occasions, putting this year's real stars in a never seen before context. Using the Arabic verbatim that literally means 'act' and 'represent,' we introduced the National team football players as this year's Ramadan stars, because 'if they could represent us in Russia, they could represent us anywhere.'

But being the brand that stands for community and connectivity, we couldn’t just ignore our original television stars. After a one-on-one encounter, both our stars come together to recognize the true meaning behind both occasions; 'empowering each other to come together.'

Football; a national obsession, and Ramadan; the season of togetherness. One event that we failed to reach for 28 years. Two events that will never again coincide for 48 years.

While Ramadan is known for being the month of unparalleled entertainment – be it digital, TV advertisements or TV series, this years’ known types of content was at risk of being hijacked by the hype surrounding Egypt’s qualification after a long absence. In the month of togetherness, people's anticipation collided, confused on what to more forward to. Ramadan or the World Cup?

With the competitive nature of the television peak period, brands needed to choose sides. But being the brand that stands for connectivity and bringing people together, Vodafone faced a was a unique challenge that led itself to be an opportunity; a first-of-its-kind fusion of occasions. Starring the real stars, and this year's new real stars.