We decided that because we have a minimal budget, we would take to the streets. We searched for people most in need of laughter and optimism. The Egyptian public bus is a hectic experience that entails no amusement. We put together a team of 34 technicians and 8 DOPs to take over a Cairo public bus with 8 hidden cameras. These cameras then capture a real reaction from people on the bus, when they are suddenly exposed to prerecorded, hilarious and contagious laughter played out loud on the bus' loudspeakers. The activation was first to be a viral movie.

The task was to engage existing and potential customers, by creating a minimal budget on-ground activation to support the brand's new platform 'laugh and the world laughs with you'. We decided that because we have a minimal budget, we will take to the streets to capture people's genuine reactions of happiness; laughter. On the street people would be real therefore the online movie for it would be more genuine and effective for the brand perception. The idea was to create a hype around the new slogan and activate the new platform.

The many people we filmed on the bus were laughing from the heart for no obvious reason. We managed to take the suffering of people and non-monetarily deliver them happiness instead. The film of the 2-day shoot will be aired as a TVC during the upcoming presidential elections. The decision came after the client was thrilled with the reality of the film, which guarantees Egyptians' affection and engagement with the brand. The TV commercial will be launched with a mega 6m LE budget at the most sensitive time; the 1st free presidential elections that will decide on Egypt's future.

Laughter is for free, and everybody knows that the best laughter is the kind you can't control. We wanted to remind people that laughter is a free and contagious medicine to our everyday stress, and sometimes all it takes to remind people to laugh is a gentle reminder. Chipsy wanted to be associated with laughter and optimism and it was. The creative is a practical translation of the slogan; 'Laugh and the world laughs with you', which became: 'we laugh and the whole bus laughs with us'.