Laughter is for free, and everybody knows that the best laughter is the kind you can't control. Chipsy wanted to be associated with laughter and optimism, and it was. The activation was a delightful success because the reactions were real. The activation was first to be a viral movie and Chipsy management decided to make a 6 mil. LE TV campaign from the filmed material , to air during the first free Egyptian presidential elections.

We decided that because we had a small 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 of people on the bus, when they are suddenly exposed to pre-recorded, hilarious and contagious laughter played out loud on the bus' loudspeakers. The main medium was the bus driving around the city, which gave us direct engagement. The filmed material went viral recently and will be cut down to a TVC.

The task was to engage existing and potential customers, by creating a small budget on ground activation, to support the launch of the brand's new slogan " laugh and the world laughs with you". The target audience was Egyptian males and females of all ages. All Egyptians love CHIPSY and the brand is deeply routed in the memory of adults and youngsters. The slogan was important to launch then, as Egypt had just finished a revolution that set it free from an autocratic era and people are very stressed from the transition. We built on the insight that Egyptians are fishing for laughter, but needed to be reminded. What we and the client needed, was a true engaging reaction, therefore we decided to make all our cameras on the bus hidden. People smile when they see the camera, but where's the challenge in that?