Mobinil Telecom: Hats

The official sponsor of the Egyptian team in Beijing 2008.

Advertising Agency: Leo Burnett, Cairo, Egypt
Creative Director: Mohamed Hamdalla
Art Director: Ahmed Hussein
Illustrator: Marwan Ragheb
Published: August 2008

41 comments

STRTLRS's picture
STRTLRS
1607 pencils

And Mobinil is/makes/sells?

www.storytellerscreative.com

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I think, therefore... yeah.

Guest commenter's picture
Guest commenter

its says Mobinil telecom, doesn't it?!

STRTLRS's picture
STRTLRS
1607 pencils

I'll pay you $1,000 cash if you find the word "telecom" on these.

www.storytellerscreative.com

---------------
I think, therefore... yeah.

Favete's picture
Favete
365 pencils

Toushé...
-

ahpitt's picture
ahpitt
342 pencils

Don't be so fussy. This ads is special for Egyptian. Do your country telecommunication companies attached the word 'telecom' all the time?

STRTLRS's picture
STRTLRS
1607 pencils

Mobinil doesn't exactly say "telecom" now does it? Let's see, there's a gas company named Mobil and a toy company named Playmobil. So technically Mobinil could be anything. And though this originated in Egypt, it's obviously to create international awareness.

www.storytellerscreative.com

---------------
I think, therefore... yeah.

Guest commenter's picture
Guest commenter

If you're Egyptian, you know Mobinil, end of story.
Does ATT say "Telecom" explicitely ? I don't think so.

So it's the eternal debate : to be a credible brand you need to be American, right ?

STRTLRS's picture
STRTLRS
1607 pencils

Oh yeah, those straw hat pyramid things look like Madonna's cups circa 1990.

www.storytellerscreative.com

---------------
I think, therefore... yeah.

jideel's picture
jideel
30 pencils

If it's well known in Egypt, it doesn't need the word telecom. besides I know many operators which doesn't use the word telecom.

Guest commenter's picture
Guest commenter

true

ahpitt's picture
ahpitt
342 pencils

Those hats look like Vietnamese hat.

hmm's picture
hmm

well i thought of this idea when i was just a trainee..that also on the 1st month of my internship:)

why?'s picture
why?

well i thought of this idea when i was just a trainee,that also on the 1st month of my internship:)

capywriter's picture
capywriter
5511 pencils

none of these have anything to do with:
a) sports
b) telecom

poor ads...

Anurag Sahu's picture
Anurag Sahu
102 pencils

wdf is wrong with these ppl, why cant they make a normal ad that would communicate.

luispiter's picture
luispiter
2756 pencils
Diogo Ramos's picture
Diogo Ramos

And it says TELECOM on the title of the ad.. ok?

now i want my $1,000 cash...

STRTLRS's picture
STRTLRS
1607 pencils

Sorry, too late. I gave the $1,000 to Capywriter and Anurag for making good comments :)

www.storytellerscreative.com

---------------
I think, therefore... yeah.

tantrik_indian's picture
tantrik_indian
953 pencils

The ad is good. I especially like the visual pun wherein the pyramids is also like the traditional Chinese cap. The company is creating goodwill for itself - being the sponsors of the national team. In most of the eastern countries - mobile cell phone is simply called 'mobile' which leads us to understand that the name of the company has something to do with telecom. Ok?

~~this paranoid survived!~~

STRTLRS's picture
STRTLRS
1607 pencils

I get that. But when you run a campaign with international exposure, you need to be more precise to appeal to a broader audience. There is a company named T-Mobile here in the States so "mobile" isn't exclusive to international markets. In Europe they use "GSM" when referring to cell phones. So mobile won't exactly mean mobile phone everywhere. This could be for a moving company as well as a public transportation service. The instant I saw this ad I thought it was for coffee filters... Ok?

www.storytellerscreative.com

---------------
I think, therefore... yeah.

Anurag Sahu's picture
Anurag Sahu
102 pencils

I didn't receive my money yet. Is it me, is it you or is it the system ?
Maybe the *CAPY* writer ? ~BAM~
Oh yes its the banks, may be they needed the money more than me !

Are you looking for a copywriter ? I might HELP...

Ahussein78's picture
Ahussein78
27 pencils

it's a chinese hat in shape of pyramids

STRTLRS's picture
STRTLRS
1607 pencils

Turtle? Is that you?

www.storytellerscreative.com

---------------
I think, therefore... yeah.

Guest commenter's picture
Guest commenter

hez the "Art director"

Guest commenter's picture
Guest commenter

this looks like something, i cant put my finger on it. oh wait, racist!

Anurag Sahu's picture
Anurag Sahu
102 pencils

whoz turtle now ?

Zana Zanelor's picture
Zana Zanelor
48 pencils

Don't worry about it Sabu. The turtle can't hurt you... :)

Oh wait, unless you're suicidal.

jideel's picture
jideel
30 pencils

With international exposure do you mean adsoftheworld.com? I thought this ad was made for Egyptians. May be i'm wrong.

ahmedndn's picture
ahmedndn
6 pencils

AhMeDnDn

nice artwork
it's clear for me I'm Egyptian and i like the ad's it's so clear to me and i understand the concept from 1st time i see it
i guess the campaign made for Egyptian people
don't make rules for advertising
it's the Egyptian style of advertising

des4graphic's picture
des4graphic
282 pencils

Sorry ahmed, but this is not an Egyptian style anyway, and yes I can understand the idea from 1st time, but in the same time i hat it.

by the way where is the concept here?!! :D

-----------------------------------------------|
\\Graphic in every where.... look around you!\\

Enas's picture
Enas
741 pencils

i don't like the background color it's dull to be for olympics or sports, even it doesn't give the egyptian or the japanese spirit!!!
it's only matches with the logo color, bas bardo we used to see a fresh background for mobinil...fa eh ba2a?

about the visual: this kind of simplicity needs to be like eye candy...mmm i don't know what with this ad??? it's very stable like air lines ads...
once we talk about promotion or short period announcement then have to see a freshhhhhh and flashy visual. and this is nottttt.

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Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

Sherif Hany's picture
Sherif Hany
92 pencils

i do understand of course what u wanted to say , but i am sorry i disagree about the concept....
am Egyptian already and i couldnt get it except when i read the copy write down...

Ahussein78's picture
Ahussein78
27 pencils

Mr. Sherif, how come that u understand what i want to say & u couldn't get it except when u read the copy? the ads shouldn't be that straight forward to make the ppl like it, sometimes u have to be smart to get the idea, thnx Sherif.

Sherif Hany's picture
Sherif Hany
92 pencils

Dear Ahmed...
i ll answer ur question ... well i got it because both of us are career professionals...but i am talking here from the mass target eyes.
and you should have read what i said again...
that without the copy write....i wont be able to get it (mass target eyes)....
see the guys above...not all got it dear brother...
ana 3ereft enta 3awz t2ool eh....bas el target nafso hal fehem eno di sponsorship campaign for our Sports convoy in Beijing...

boss howa mawdoo3 yetool shar7o...

bas 7akoon more simplified....which about that as long as ur target go so much big or wide...u have to be more simple to match all mentalities...
BUT
whenver ur target is more narrowed down in it's demography...this gives u more area to be creative...

and dear ahmed...be sure that as long as we r in that career....we'll all gonna take critiques till the last breath of us. and some of it sweet..some of it bitter...but no one will be ultimate creative..

read more about the concept of : "Vampire Creativity"

and keep up this elegant finish of work...it is very promising from u..

Ahussein78's picture
Ahussein78
27 pencils

Dear sherif,

thnx for ur advices, but can u clarify what u said (and dear ahmed...be sure that as long as we r in that career....we'll all gonna take critiques till the last breath of us. and some of it sweet..some of it bitter...but no one will be ultimate creative..

read more about the concept of : "Vampire Creativity"

and keep up this elegant finish of work...it is very promising from u..)

i can smell a shitty attitude in ur words, do u want to c THE bad attitude? ok, u don't need to tell me all of that stuff, i'm 32 years old, i'm working in Advertising since 13 years, u were 11 years old, right? 2ebteda2y ya3ny, 7 years at Leo Burnett Cairo, do u know it? I'm Associate Creative Director, i got many awards regionally & globally, u can c my work in Archive Magazine if u know it, can u send me some of ur work plz? i can interview u if u want to have a job at Leo Burnett, do u know it again? i can understand ur attitude if i c a world class standard work in ur portfolio, but i went through ur gallery on deviantart and i found a very bad art directed frames, f@#ken bad lighting (excuse my language) so plz choose ur words carefully when u write to me, if u'll write to me again.

thnx dear :)

Sherif Hany's picture
Sherif Hany
92 pencils

boss ya ahmed...
2elet el adab...mfeesh asehal meneha...

bas enta 3amalt kol el show wl shatayem w elet el adab di kolaha...la2eny kalmtak professionally w wareitak 3youb el ad da in ABC advertising...
fa maradetsh 3alaya mn nafs el concept..

la2 btshtem w t2ell adabak...la2 wl aswa2....enak maghroor...

boss ya beh...
ely etghar fi magalna da....we2e3 mn abl ma y2oom...

ana sahl eny ashtemak...w al3an wasebb....3ady...fi kamoos safala law te7eb...

bas w 3ezet galal allah...ana yom ma kalmtak...kalmtak b kol e7teram....wl shitty smell ely enta betetkalem 3aneha....da ymkn enak met3awed 3ala eno kol ely 7waleik bykalmak b 2elet adab....
msh met3awed eno 7ad yklmk b zo2.

w b3dein bl 3a2l keda...

ba2a enta sebt koooooooooooool el nas ely fo2 wly katba comments ashkal w alwan...w geit feya ana...
3aref leh ?

3ashan waretlak 3youb el Ad scientifically

w b3dein ana m3rfsh enta senak kam ...wala el kalam da kolo...

bas ely abl el 3elm wl gawayez wl kalam da....hya el seera.....w wade7 f3lan el akhla2 el gameeela ely 3ndak....

w b3dein ana mota2ked eno lanta dakhalt 3ala el portfoli ely fi deviant wala neela...
la2eno el portfoili uslun mafehoosh designs la2eny mokhreg
w feh photography w bas....
3eib 3aleik...y3ny enta msh mstasghur nafsak wnta hayes keda b ana w ana w ana ...

sooner or later...7akhod 7a2y menak....wly by3ml 7aga mby2olsh 3aleha....

w law enta f3lan btfakar ... kont radeit 3alaya scientifically...

ana deeny mysm7leesh eny ashtem wala 2a2l adaby....fa 7asby allah w ne3m el wakeel fek....lghayet makhod 7a2y.

kan momkn akteb kalamy bl english....bas esta3yebt lama el aganeb yla2o wlad balad wa7da byshtemo bu3d.

seebak mn el senn wl kalam el faregh da.....3ala el 2a2alb fudl rubna msh b fudly wala fudl gheiry...i am founder of small advertising agency...
yes small....

w msh 7tklm 3an nafsy...ena allah la yo7eb kol mokhtal fakhoor...
takhyal keda lama yb2a rubna msh by7bak bsbab akhla2ak di..

sooner or later 7akhod 7a2y...fl donia...w fl akhra....lama no2af odam wageh kareem...

roo7 rubna yesle7 7alna w 7alak...w le tany murra...7asby allah w ne3m el wakeel.....msh ba2oleha du3f....di bytahzeleha 3ursh el ra7man...

o3od ma3a nafsak..w karen bein kalamy....w kalamak....7t3raf el far2

Ahussein78's picture
Ahussein78
27 pencils

http://www.sherifhany.com/

http://simba-sherif.deviantart.com/gallery/

this is ur page on deviant, right? i said (but i went through ur gallery on deviantart and i found a very bad art directed frames, f@#ken bad lighting), i was talking about frames & lighting, that's means i'm talking about photography not design, mesh keda walla eh sherif? w ba3dein malaksh da3wa be 2akhla2y el gameela w khallik fe sho3'lak ya sherif Allah yekremak, w law leek 7a2 hatakhdo menny isA, w ba3dein ana la shtamtak wala sabbetlak 3alashan to2olly (ana sahl eny ashtemak...w al3an wasebb....3ady...fi kamoos safala law te7eb...), ana kallemtak be el taree2a elly ana shoftaha sa7 zay ma enta kalamak fe el awwel kaan feeh tanteet w attitude, 7awel te2ra el kalam elly enta ba3atto awwel marra w enta te3raf kalamak kaan kowais walla la2, enta te3raf eh 3an el advertising? 2eshta3'alt advertising kaam sana? w 2eshta3'alt fen? w fen sho3'lak? w fen 3youb el Ad scientifically elly enta warret-haly de? enta ma2oltesh 7aga mofeeda ya sherif, ba2ollak eh ya sherif, rabbena yedeena w yehdeek, w plz mateb3atleesh tany, salam ya king.

Sherif Hany's picture
Sherif Hany
92 pencils

ya beh enta betghalet nafsak wala betghalet meen ?

maho ya2ema enta saree3 el zunn...aw fi waswasa msh tabe3eya 3ndak...

awel gomla oltahalak :

"i do understand of course what u wanted to say , but i am sorry i disagree about the concept....
am Egyptian already and i couldnt get it except when i read the copy write down.."

kol ely oltoholak eny ok fehemtak lama 2areit el gomla ely maktooba t7t...

la elah ela allah....fiha eh di ghalat ?!...

enta ba2a sa2alt nfsak el target demography bta3ak hena ye2dar yefham el message wala la2...

enta bt2ool usl el ads msh lazm tkoon mobashra....ya beh da law fi 7alet eno el target bta3ak narrowed down...enama enta hena el target bta3ak MASS TARGET...different mentalities...lazm tkoon absut mn keda 3ashan tetfehem...MESSAGE IS NOT DELIVERED.

hya msh fawazeer ramadan...

di rule...

el rule el tanya...eno el Ad 3ebara 3an message...w lazm tkoon balanced ma3a el creativity.....
enta ba2a hena law nezelt el share3...w wareit el e3lan da le musry aw agnaby ...le docotr aw mechaniky....ensa eno 7ad yefham law el gomla ely t7t di msh mawgooda...kfaya enak maradetsh 3ala el nas ely katabet comments...w geit trodd 3alaya...

enama enta wa7ed maghroor motafakher gedan ....msh wakhed balo eno ay mobde3 fel 3alam lazm 7ykoon feh mobde3 a7san menno...

3amal te7ky w t2ool ana w ana w ana.....ya akhy ete2y rubna w 2ool el 7amdolelah 3ala ne3meto...

ama ba2a bl nesba le shoghly...fa msh shurt eno y3gbak w bl 3aks....fi 7agat momkn mt3gbaksh...bas 3gba gheirak...w feh 7agat 3gbak w mt3gbsh ghirak...la2eno el art el shofot is open art.....enama el advertising...Art under certain rules.

ama ba2a 3an m3refty bl advertising wl kalam ely 7yta2 mn el ghroor bta3ak...

fa ana mabtklmsh 3an nafsy....bas my PHD w my small agency ely bakabareha now...7ysama3ook orayeb...mt2la2sh...
w khod fi balak...
eny mahama kebert...7afdal 2a2ool ana soghayar....mahma el zaman 3amal...7afdal soghayar...w di 7ekmet rubna...3ashan y2olak eno mafeesh kbeer wala mobde3 ela howa gal sha2no

w bardo 7akhod 7a2y menak ..

w eno kont enta shayef enak mshtmtsh...fa enak shatamt fi shoghly...bas edetny ABC criticism?....la2...m7salsh...
w btshtem fi my attitude...w t2ool shitty attitude...

enta mt3lmtsh tsma3 ela nafsak....enama critiques la2...

boss ya ahmed....wade7 enak saree3 el zunn...
w le akher murra....ba2olak eno w 3ezet galal allah ana kont bklmak b e7teram...

da law 3ala keda ba2a....kan zamanak 2atalt el client yom mn el ayam mn el kalam ely by2oloh...

ana 3aref enak enta m3ndksh rudd based on advertising science 3ashan keda hagmteny.....

w ba2olak le akher murra...el wa7ed mesta3yeb eno kan ykteb kalamo in english...3ashan mankhleesh manzarna 3erra odam el nas ely mn belad tanya...

w bakarareha...sooner or later....i ll take my right....

rubna yesle7 7alak

Ahussein78's picture
Ahussein78
27 pencils

sorry ya me3allem, ana 2oltelak mateb3atleesh tany, ana ma2aretsh elly enta ba3atto w mesh ha2raah, w ba2olha tany, mateb3atleesh tany, thnx.

shitos_h's picture
shitos_h
22 pencils

nice work ahussein and good concept hope to learn from you sir ;)

Mohamed Mousa's picture
Mohamed Mousa
10 pencils

Nothing !!

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