Al-momtaz Cement | The chronicles

Knowing our target audience's love for mystery, we chose to showcase LaFarge's product (Almomtaz Cement) as the hero who conquered all mysteries and emerged victorious. Follow this link to discover the three captivating tales we created: Fares the Knight, Dream of the Flood, and Masonry Juggler

Momtaz Cement is a leading cement product that has been in the Egyptian market since the 90s. known for its humorous tone of voice among the target audience of mostly men aged 25+ to 50+ living in the rural areas of Delta

How can a hard industrial product like Momtaz Cement enter the Ramadan digital competition and win people’s attention?

El-Momtaz Chronicles

In reference to the Egyptian folklore art, where generations from different areas of Egypt have been raised on stories like “Alf Lela & Lela” or One Thousand and One Nights every day for 30 days during Ramadan, we created El Momtaz Chronicles

3 Tales, 3 heroes & one brand

Each story addresses one of the long-standing dilemmas of good vs evil, where good is manifested in one of El-Momtaz’s product ranges, whereas evil is in the defects this product is facing & solving.
People were asking to find out the Momtaz’s logos embedded in the videos to win a valuable voucher

Credits

Mohamed Essam - Copywriter
Aya Haddad - Creative Strategist
Mahmoud Tammam - Art Director
Mansour Salem - Account Manager
Hosam Shebl - Illustrator
Ahmed Mokhtar - Lead Motion Designer
Nada Khalid - Sr. Graphic Designer
Omar Abdelmoneim - Sr. Motion Designer
Rahma Mahmoud - Motion Designer
Ahmed Zaweel - Graphic Designer
Mohamed Hassan - Digital Advertiser
Rafik Ragy - Music composer & Sound Designer
Dalia Samir - Vocal
Mohab Ragab - Vocal

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