Advertising, Concept Creation & Development, Copywriting
With Fair & Lovely, we were able to come up with a pure and raw insight that has never been used in the history of the brand; girls need a secret keeper, and they lose their confidence when a secret keeper figure goes out of their lives.
The campaign, unlike all other campaigns ever done for Fair & Lovely, used the human element to a minimal degree, and relied on a concept that is different from the market.
It was a fully-fledged campaign, with on-ground activations in 16 universities across Egypt, online applications for girls to achieve their dreams, a digital copy, and three television copies.
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