A street-rooted campaign positioning Friday as Egypt's ice cream for everyone: affordable, widely available, high in quality and part of everyday life in every season.
Build a mass-awareness campaign for Friday Ice Cream and strengthen its connection with Egypt's middle-income audience. The brand needed to feel popular without feeling cheap, and accessible without belonging to one social class. The campaign also had to move ice cream beyond its usual summer association and place Friday inside familiar Egyptian moments throughout the year.
Establish Friday as a genuinely Egyptian, year-round ice-cream brand that feels at home across social classes, with particular relevance to middle-income consumers and popular neighbourhoods.
A broad Egyptian audience across income groups, with a particular focus on middle-income consumers and people living in Egypt's popular neighbourhoods.
01The idea & campaign graphics
Style Hits Different. Originated by director Omar Donga and developed across the campaign, the idea presents Friday as an ice cream that does things differently: accessible in price, strong in quality, widely available and made for everyone rather than one specific social class. Its difference is expressed through the people, music, humour and visual language of the Egyptian street—not through polished advertising distance.
In Egypt, Friday is more than a day on the calendar; it is a collection of familiar rituals. After Friday prayer, people pick up what the house needs and something enjoyable on the way home. At a street wedding, the ice cream becomes a cold moment of relief inside the noise and movement. At a café or cinema, it is an easy form of entertainment. Ice cream does not need to belong to summer alone—it can belong to the everyday moments Egyptians enjoy all year.
02Storyboards & composition
03Selected campaign film stills
The first film follows friends after Friday prayer as they pick up ice cream, enjoy it together and take a selfie to shaabi music. The second moves into a street wedding in an Egyptian alley, where different characters from the neighbourhood eat Friday as an intensely local track carries the celebration. The third shifts into fantasy comedy: people from different social backgrounds enjoy Friday at the café and cinema while Swan Lake creates an unexpected contrast with everyday Egyptian life. Together, the films show the product moving between places, classes, moods and seasons without losing its popular Egyptian identity.
04Image selection & social art direction
The campaign was shot in a real alley in Abdeen, Downtown Cairo. The location, clothing and styling came from the visual reality of the Egyptian street rather than a polished reconstruction of it. My main contribution was building the campaign's social media image after production: selecting and composing frames that preserved movement, carried the brand colours, kept the product naturally visible and worked as strong standalone social images. Retouching was deliberately restrained so the people, place and product stayed believable.
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