Preference is Titanium " for the purposes of Cannes Lions is breakthrough ideas which are provocative and point to a new direction in the industry."

It is a story of a branded content that managed to be an entertainment brand, an advertising asset to a business equity.

In an attempt to meet our challenges and objectives the Abla Fahita took an epic journey starting by a special appearance in ads that created a lot of controversial discussions that reached the global media that created for her huge popularity that made her move to the next step defending herself in a new way - “Mayetahloushi” (They’re Not Worthy) -electronic dance music track in collaboration with composer Hassan El Shafei showcasing her true provocative personality. From the minute it was uploaded, “Mayestahlushi” was an instant hit, it was the most watched video on YouTube in Egypt with 1,394,77916 views in two days and within the top 20 videos in Tunisia, KSA , Kuwait and Jordan . This result beat Amr Diab the top pop star in the Middle East who only achieved 1,327,072 views in one week for his summer hit track.Out of this online huge success it was time for invading the offline territory and here came the show.

The show gave the client the opportunity to be the first in Egypt to broadcast a new type of experiential entertainment breaking the norm by having a puppet as host. The show is built on insights through humorous and engaging content that tackles current news that resonate with the prospect target as well as having top celebrities as guests with the abla in the show.

the show was rated as number 1 in viewership after 2 episodes in the channel ratings and top 5 across all Egyptian channels.

Abla Fahita created extraordinary appeal online by engaging people through a huge social media following. In addition, Abla Fahita seized the opportunity to create a hit song with one of the most famous Egyptian composers, Hassan El Shafiey, this allowed her to connect with the audience and created a new type of entertainment and engagement with her fans.

Abla Fahita took a step further, and the "Abla Fahita Live from the Duplex Show" was created. This allowed fans to directly engage with her before, during, and after the show as well as experiencing Abla Fahita first hand.

When it come to business it was all about transforming Abla Fahita as a revenue stream on its own

from a communication and marketing perspective is using all the tools and effort to change Abla Fahita from an advertising asset to a business equity and from a branded content to an entertainment brand.