OOREDOO KUWAIT

The Good Jealousy

When all brands celebrated Kuwait’s National Day with songs, dance and advertising that pushed an empty national rhetoric, we created “Kuwait’s Good Jealousy”- a fashion brand that spoke to young Kuwaitis whose dreams and aspirations for the country remain unfulfilled.

The Brief

Launch “Minly Watch” by collaborating with Wegz, Egypt’s number one rapper, to headline the first CGI online concert in MENA. This concert would mark Wegz’s return to the stage in over 2 years and is filmed using the 2nd largest CGI screen globally and the biggest in MENA. The screen would also be used to showcase our sponsors throughout the concert. The concert is accessible exclusively on Minly’s application.

The Idea

To create a buzz around the concert we teased Wegz’s new track “كيفي كدة”, which would be performed by Wegz for the very first time during the concert. To tease the track we created a 20-second film featuring the first 15 seconds of the song and behind the scenes studio footage. We utilized TikTok features by having Wegz challenge fans to a transitional video competition using his trending song “عفاريت الاسفلت”. This was Wegz’s first video on the platform and transitional videos, although successful abroad, were not yet trending in Egypt. The winners got to attend his concert on the ground.

Results

We received hundreds of submissions from very talented fans.

30+
Influencers
22+
Outlets
23K
Attendees
61M
Impressions
120K
Views
31
Countries
1603+
PR value combined
458K+
AD value combined