Masri Card 'levelled up' generosity

A comedy film for the co-branded ADCB and Visa Masri Card in Egypt, shot as a mini-drama and directed by Sherif Mounir, playing on how Egyptian generosity changed once cashback entered the picture. Produced by Everyone Films and pushed across social, digital and billboards.

The brief

Egyptians who pay small everyday bills by credit card and care about cashback, for ADCB and Visa's Masri Card.

The idea

Director Sherif Mounir, who developed the idea with the client, made a comic mini-drama about how Egyptian generosity shifts once cashback is involved, released on digital, social and billboards.

What to borrow

Building a card ad on a cultural habit, here generosity, turns a cashback feature into comedy with local recognition.

Brand	ADCB
Agency	Everyone Films (production), The Barber House (post-production)
Talent	Sherif Mounir
Channels	digital, social, OOH
Source	Campaign Middle East