Unilever Egypt

Sally Elzeiny, Brand Communications and DMC Lead
Mostafa Hesham, Creative Lead – North Africa
Mayan Seoudy, Category Manager – Oral Care
Mona Abdo, Brand Manager

PHD Egypt *Lead Agency

Lidia Albert, Media Manager
Nardine Eldweeny, Sr Media Manager
Mai Ashour, Planning Director
Ahmed Madkour, Digital Director

InMobi

Rohit Menon, Senior Sales Manager
Jessica Moini, Commercial Director
Keshav Bajaj, Regional Head, Client Services

Closeup, a Unilever dental care brand took the Egyptian market by storm with a campaign that was revolutionary in its message and its technological execution. Egypt's oral care was poor by global benchmarks, so Closeup flipped the problem into a positive opportunity. Fuelled by insights into the behaviours, attitudes and inclinations of Gen Z, Closeup disrupted the status quo with a contextual message that resonated with young Egyptians - social interaction, external perception, and romance. This first-of-its-kind interactive audio campaign successfully began to redress Egypt’s relationship with oral care.