An interactive video installation in Cairo's biggest malls that turned a card tap into a family's iftar. Around 800K impressions in five days, and not a single paid boost.
What they asked.
Fawry wanted a Ramadan moment that felt like giving, not advertising. Malls are full, attention is scarce, and charity campaigns tend to look exactly like each other.
What we did.
Farah w Efrah. Interactive screens in Mall of Arabia and Arkan Mall. Walk up and the video comes to life: a family sits at a table with no food. Tap your card to donate and a box appears on the table, opens, and the family lights up. A simple gesture that made the experience feel real and immediate.
We produced the film, built the interactive trigger, ran the activation live in both malls for five days each, and shot a street-side edition for social.
What happened.
Around 800,000 impressions across the five-day windows, a charitable initiative people queued to be part of, and a proof point for how we approach guerrilla: make something that truly engages the public and leaves a mark.
The exhibit.
