Say less (Khaby Lame)

TikTok creator Khaby Lame fronted a regional campaign built on the tagline 'Say less', playing the frustrations of phone ordering against the app's tracking, cashless payment and deals. Rooted in Egyptian insights and extended to the UAE, Jordan, Bahrain, Oman and Iraq.

The brief

Delivery customers in Egypt and the region who are tired of phone orders, hunting for change and chasing order status.

The idea

Khaby Lame fronts 'Say less', answering each phone-ordering hassle with the app's live tracking, cashless payment and deals, starting from Egyptian insights and extending to five more markets.

What to borrow

Listing everyday ordering hassles and answering each with an app feature turns a feature list into relief from familiar irritations.

Brand	talabat
Agency	Not named on the source
Talent	Khaby Lame
Channels	digital, social
Source	Campaign Middle East