Viral of the Week "This is Water"

It's been viewed almost 4 million times in the past week,  and has single-handedly resurrected the voice of troubled literary genius David Foster Wallace, bringing his words to a global audience that might not even recognize his name. And it was all done without permission.

"This Is Water," a cinematic interpretation of Wallace’s bleak-yet-inspiring 2005 commencement address at Kenyon College, has quickly become one of the week’s most passed-around videos. It was created by The Glossary, a small video production shop in Los Angeles, with almost no budget at all.

Now that's passion paid off!!

Via: Adweek

Axe Wingman hooks up their fans for Valentines

To all you lovesick yuppies... Happy Valentine's Day.
To everyone else... pre-drinking starts now.

Because it's Valentine's, Axe Middle East saw this as an opportunity to hook up their large male fan-base in the Gulf with frankly one of the best social campaigns I've seen in a while.

2 weeks ago they released this video explaining the idea:



They encouraged their fans on Facebook and Youtube to reply with a comment about an existing girl they want to hook up with. And then everyday leading up to Valentine's, Axe would write, record, and shoot a personalized song for a lucky fan to share with the girl.

Created by Digital Republic in Cairo, this campaign has been hugely successful in the Gulf, so far recording over a quarter million views and achieving record engagement highs on Facebook with a notably huge positive sentiment.

Digital Republic managed to hook up some of the most talented underground songwriters in Egypt to be part of the Axe Wingman project and it looks to have paid of. Here is a sample of some of the songs:


Axe Wingman - Skitzo to Ricarda
Music and lyrics by Ahmed Safi and Mohamed Ghazy

Axe Wingman - Bakor to Louisa

Music and lyrics by Shady Ahmed

Axe Wingman - Mizo to Nadine

Music and lyrics by Karim Anis and Mohamed Ghazy

And this is my favorite... The chorus is so damn catchy.

Axe Wingman - Khaled to Dana (A.K.A Dodum)

Music and lyrics by Ahmed Safi and Mohamed Ghazy

See the rest of the songs at www.youtube.com/axemiddleeast

Mirinda's fast-talking spots are fast becoming a hit

Created by Impact BBDO and directed by Ali Ali, the Mirinda Green Apple spots featuring a couple of glib characters, are fast becoming popular. There's a certain feel to anything Ali Ali directs, and these have his footprints all over, especially the 'Salwa' spot.

It's interesting coz fast-talkers are somewhat known for not being entirely honest. Too many words come out in too little time... a large percentage HAS to be bullshit. Here both the guy and girl claim to have done nothing once they find out they're not drinking Mirinda, when in fact...

Tab mateegy neshoof ma3 ba3d?

Agency: Impact BBDO, Cairo
Executive Creative Director: Hussam Moro 
Creative Director: Mohammed Kamal
Copywriting: Mohamed Ghamrawy, Mostafa Hamza, Omar Tarek 
Art Director: Amr Mohsen, Sherif Mansour 
Director: Ali Ali 
Producers: Mohammed Abdelrehim, Saleh el Azab 
Production House: ASAP 
Group Account Director: Mostafa Shady 
Account Manager: Yasmin Sweedan