Context: With Egypt’s currency fluctuating and financial pressure mounting, people were feeling overwhelmed—bombarded with money-saving tips that didn’t help when there was no money to save.
Challenge: We wanted to break the cycle of stress and offer something refreshing—an escape that didn’t lecture, but lifted. A way to help people dream big, even when wallets were empty.
Idea: Instead of teaching people how to save, we showed them how to spend their imagination. A 360° campaign built on the idea that joy doesn’t have to wait for wealth.
Execution: The campaign was launched with a custom track created by MTM, the legendary rap band, and Abuelanwar, a young rapper, designed to inspire imagination for "cashless" times. This song anchored a 360-degree campaign that included animated videos, interactive game content, and influencer materials. The goal was to shift focus from financial anxiety to imaginative freedom, demonstrating how to "live like a millionaire" in their minds.
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credits
Client: Social Nuts
Featuring: MTM & Abo El-Anwar
Idea: Mohamed Essam, Aya ElHaddad
Lyrics: Mohamed Essam, Abo El-Anwar
Music: Ahmed Tarek Yahia
Art Direction: Hossam Shebl, Mostafa Shokry, Ahmed Mokhtar
Art team: Ahmad Zaawel, Zeina ElBakry, Nada Khaled
Motion graphics lead: Ahmad Mokhtar
Motion Graphics: Omar Moneam, Rahma Mahmoud, Mahmoud Gammal
Special thanks to: Youssef Nagi
Featuring: MTM & Abo El-Anwar
Idea: Mohamed Essam, Aya ElHaddad
Lyrics: Mohamed Essam, Abo El-Anwar
Music: Ahmed Tarek Yahia
Art Direction: Hossam Shebl, Mostafa Shokry, Ahmed Mokhtar
Art team: Ahmad Zaawel, Zeina ElBakry, Nada Khaled
Motion graphics lead: Ahmad Mokhtar
Motion Graphics: Omar Moneam, Rahma Mahmoud, Mahmoud Gammal
Special thanks to: Youssef Nagi
