Property Finder
"Ashal Taree2 L 3enwanak El Gedeed": The easiest way to your new address
Property Finder had already launched and built a presence across Egypt and the Middle East. The challenge was cutting through as a brand people actually feel, not just use.
The insight: Egyptian audiences grew up on a shared canon of comedy theatre and cinema, plots everyone knows, punchlines everyone can quote. So we asked: what if Property Finder had existed inside those stories?
We built two campaign volumes around the idea:
Volume 1: Plays, referencing Shahid Ma Shafsh Haga, Al Motazawegoon, and El Eyal Kebret.
Volume 2: Movies, referencing Karakon fel Sharea, Gharib fi Beti, and El-Shaqqah men Haqq el-Zogah.
Each film opened the same way, if Property Finder had been around back then, everyone would have found the right home, fast, without any of the problems that followed, then showed how the protagonists' entire conflicts would have evaporated on the spot.
Iconic scenes from each play and film were recreated in animation, produced with Gemini (Cairo), with voiceover by George Azmy. I conceived the concept, was heavily involved in scriptwriting, and directed the production across both volumes.
The campaign ran as a mix of TVCs, OOH/print, and social content.
What if the story's whole problem would’ve been solved by an app that didn’t exist yet?
100k+ views across YouTube cutdowns alone, with strong organic virality across social. The campaign struck a genuine chord in Egyptian folk and cultural memory.
