Unilever Clear: Abtal El Shawarea’ (Stars on the Streets)

Clear, a shampoo brand, boosted brand favourability and awareness through a football-centred initiative in Egypt.

Campaign Summary

While Egyptian society passionately celebrates its famous football stars, it ignores the skilled football talents, unrecognized, on its many streets. Talented homeless and street children who could, one day, be the country's future stars, were given no respect nor recognition.

Clear, from Unilever, had been using football in Egypt in its advertising, but, as a global brand in a local market, it needed to do more to improve its brand's image among Egyptians, as a brand that was contributing to the local communities.

So, we created a platform to bring Clear's purpose to Egypt by doing something no...

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