01
The creative agency
We developed the concept, narrative, messages and creative execution, connecting Fawry’s donation-market ambition with a culturally meaningful Ramadan story.
Creative, music, production & media case study
Creative that moves people
Some campaigns are produced. Others are orchestrated, from the first creative thought to the final view.
For Fawry’s Ramadan 2024 campaign, Essence Adverts was the creative agency, the music house and the production house, alongside our media buying team. We created the idea, composed the jingle, produced the film and took it to millions of screens: 72.5 million combined video views, and Fawry’s most-watched advertisement to date.
✦ At a glance
From the first idea to the final view, under one roof.
72.5MCombined video views
61MFacebook video views
11MInstagram video views
500KYouTube video views
01 The challenge
Winning hearts and market share.
During Ramadan, charitable giving becomes part of everyday life, and brands compete intensely to connect with people’s generosity.
Fawry needed more than awareness. It wanted a bigger share of Egypt’s charitable donations market, encouraging more people to choose the Fawry App when they give.
The task was to stand out in the country’s most competitive advertising season, build real emotional relevance and support a clear commercial ambition.
02 The idea
Making giving feel human.
We built the campaign on a simple insight: giving is more than a transaction. It’s an expression of connection between people.
Music became the foundation. We wrote the jingle and handled its composition and music production in-house, collaborating with Massar Egbari to give the campaign an unmistakably Egyptian heart.
The film turned that emotion into familiar Egyptian moments, from neighbourhood coffee shops to family gatherings. Instead of only showing what the Fawry App can do, we told a story about why people give.
03 The execution
One agency. Every creative discipline.
02
The music house
We created the original jingle, composed the music and handled music production in-house with Massar Egbari. The soundtrack was the foundation of the campaign, not an afterthought.
03
The production house
We produced the commercial in-house, bringing concept, music, direction and visual storytelling together in a 60-second film directed by Ahmed Elgarhy.
04
The media agency
We planned and ran the digital distribution across Facebook, Instagram and YouTube, giving powerful creative work the scale of digital media buying.
04 The results
72.5 million combined video views.
- 61 million Facebook video views
- 11 million Instagram video views
- 500,000 YouTube video views
The campaign reached extraordinary viewing scale and became, according to the original campaign case study, Fawry’s most-watched advertisement to date.
05 The impact
The power of a truly integrated agency.
Fawry Ramadan 2024 showed what happens when creative thinking, original music, commercial production and digital distribution come together under one roof.
Instead of splitting the project between a creative agency, a music house, a production company and a media agency, Essence Adverts connected all four around a single creative vision. The result was a culturally relevant campaign that supported Fawry’s ambition in Egypt’s charitable donations market while achieving exceptional digital viewership.
✦ Creative that moves people
We didn’t just make an ad. We created its idea, composed its sound and took it to millions.
06 The work
Watch the full campaign.
Let's Create Something That Matters.
Every ambitious project begins with a conversation.