Being the oldest bank in Egypt, Banque Misr lacked needed to create an emotional link with Egyptian citizens.The bank wanted to bond with every Egyptian, communicating its strongest value - being 100 years old and proudly 100 % Egyptian.
So instead of doing just another advertising campaign, AB\TBWA Egypt created a different strategy and decided to use a different communication channel: Music. Nothing resonates with Egyptians more than music, which speaks right to the audience’s hearts.
A Song was written, starting with the magic lyrics: “I’m the son of Egypt …. I’m unbreakable” and exceeded all expectations, sung and heard in every celebration of success, by an entire population, which turned it into an anthem, and a symbol of hope and patriotism.