Iron Advertising, Marketing and Communication Design · 2025
Globally Made in Egypt Branding Campaign
- A' Design Award 2025 Iron Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2025
- CLIENT: Samsung Electronics Egypt
- Estimated Number of Design Views: 48,766
- Verification code 07449CA79F · Verify this award
About Globally Made in Egypt Branding Campaign
Samsung's latest campaign blends national pride, sports excellence, and advanced technology to reaffirm its leadership in television innovation. Featuring Ahmed El Gendy, it highlights speed, precision, and quality, traits shared by elite athletes and Samsung’s AI powered TV. With dynamic visuals and immersive storytelling, the campaign showcases El Gendy and Samsung’s commitment to excellence. Globally Made in Egypt, it reflects world class performance and redefines the viewing experience.
Globally Made in Egypt Branding Campaign by Moataz Mohamed presents a sophisticated visual argument for regional manufacturing excellence through the strategic convergence of athletic achievement, artistic expression, and technological innovation within a single carefully orchestrated composition, situating itself within the contemporary tradition of aspirational brand communication that seeks to elevate perceptions of origin and production through association with individual accomplishment and cultural refinement. The work demonstrates considerable compositional intelligence in its tripartite structure, balancing the documentary function of championship trophy and medal display with the conceptual framing device of fine art presentation technology and the anchoring human presence of the decorated athlete, creating a visual ecosystem where each element reinforces and dignifies the others. The chromatic sophistication of the piece emerges through restrained application of color, allowing the neutral ground and matte black athletic wear to establish a gallery-like quietude against which the warm metallic gleam of trophies and the vibrant expressionistic color explosion within the framed artwork achieve maximum impact, suggesting a brand identity that values both minimalist elegance and expressive vitality. The technical execution demonstrates mastery of commercial photography conventions, with soft directional lighting that models form without creating dramatic shadow, maintaining the high-key luminosity appropriate to aspirational marketing while preserving sufficient tonal variation to establish spatial depth and volumetric presence, particularly evident in the subtle gradations across the figure's form and the delicate highlight and shadow play across the reflective trophy surfaces. The spatial construction creates a liminal arena neither fully documentary nor entirely conceptual, the white platform and neutral void functioning as a symbolic space where achievement transcends specific location to become archetypal, while the careful arrangement of trophies at varying distances and the perspectival diminution of the tripod legs provide sufficient depth cues to ground the composition in coherent three-dimensional logic. Thematically, the work engages the complex negotiation between local production identity and global competitive standards, the headline assertion of primacy and manufacturing origin functioning not as mere claim but as framework for the visual evidence presented, the medals and trophies serving as verifiable documentation of excellence achieved, while the inclusion of the abstract artwork within the display technology suggests that the product itself becomes a vehicle for cultural expression and aesthetic experience, elevating a consumer electronic device from mere utility to enabler of artistic contemplation and domestic gallery curation. The figure's direct but unforced engagement with the viewer, his relaxed confidence and dignified bearing, communicates earned authority rather than manufactured celebrity, his presence humanizing the achievement narrative while his athletic physique and competitive decorations provide visual synecdoche for the broader themes of training, discipline, excellence, and triumph over challenge. One might observe how the composition invites consideration of what it means for manufactured goods to carry the cultural weight and aspirational associations of the regions that produce them, how athletic achievement serves as metaphorical evidence of broader industrial and creative capabilities, and how the framing of technological products through fine art presentation elevates consumer experience toward contemplative engagement, ultimately asking viewers to consider the relationship between origin, excellence, and the symbolic narratives through which products acquire meaning beyond their functional specifications.
Press Kit
- Unique Properties
- Samsung’s latest campaign celebrates national pride, sports excellence, and technological innovation, solidifying its status as the number one global Television brand made in Egypt. With Ahmed El Gendy as the campaign’s ambassador, the message emphasizes precision, speed, and exceptional quality—qualities that define both Samsung’s Artificial Intelligence powered Televisions and elite athletes. The visuals seamlessly incorporate Gendy, creating an engaging and immersive experience that highlights the synergy between performance and innovation.
- Dimensions & Packaging
- tv models featured: neo qled 8k, oled, the frame
display technology: ai powered upscaling, ultra fast refresh rates, deep contrast
Resolution: 8k for neo qled 8k, oled, the frame
Technical Focus: Precision color rendering, immersive display quality, motion smoothness for sports and action content.
Campaign format: ooh (out-of-home), digital ads, and social media visuals. - Tags
- Samsung, AI TV, Made in Egypt, Ahmed El Gendy, Olympic Champion, Branding Campaign, Digital Advertising, Neo QLED 8K, OLED TV, Sports Marketing
- Production Technology
- The project leverages Samsung’s ai powered neo qled 8k and oled display technologies, ensuring ultra-high-definition visuals with exceptional clarity and color accuracy. The campaign highlights features like high refresh rates for smooth motion, deep contrast levels, and ai enhanced upscaling. The visual execution uses advanced cgi and digital rendering to seamlessly integrate ahmed el gendy’s presence with the tvs, making the branding message more immersive and engaging.
- Design Challenge
- One of the biggest challenges in this campaign was effectively linking ahmed el gendy’s sports achievements with the core technological attributes of Samsung ai tvs. The creative process required balancing emotional appeal with technical messaging, ensuring that the campaign remained both aspirational and product-focused. additionally, producing high-quality visuals that seamlessly integrate an athlete into Samsung’s branding required advanced cgi and digital compositing techniques. Another challenge was ensuring the campaign resonated across diverse audiences—both Egyptian consumers and global markets—without diluting the brand’s core message of excellence and innovation.
Let me know if you need any refinements! - Project Duration
- The project started in october, 2024 in Cairo, Egypt and was completed in November, 2024 The campaign was launched across multiple platforms, including out-of-home (ooh) advertising, digital media, and social networks, targeting both local and international audiences. the project was executed in Egypt, with its marketing materials displayed in key locations nationwide and select global markets.
- Operation Flow
- The campaign brings samsung ai tvs to life by integrating the champion, ahmed el gendy, into the visuals, making it feel like he is stepping out of the screen. This creates an immersive storytelling experience, linking sports excellence with cutting-edge tv technology. the keyframes highlight the speed, clarity, and motion precision of Samsung displays, while smooth animations and vibrant colors ensure high engagement. The campaign flows through ooh billboards, digital banners, and social media content, reinforcing the brand's message across multiple platforms.
- Research
- This research explores the strategic branding impact of Samsung ai tvs in the egyptian and global markets, leveraging sports excellence as a marketing vehicle. The study examines how associating a top tier olympic athlete, ahmed el gendy, with samsung's ai powered technology reinforces brand credibility and consumer trust. The research method includes consumer sentiment analysis, advertising effectiveness studies, and digital engagement metrics. Findings highlight how storytelling through national pride and technological innovation enhances customer perception and strengthens Samsung’s market leadership.
- Inspiration
- The project was inspired by the success and excellence of olympic gold medalist ahmed el gendy, drawing a parallel between his achievements and the premium quality of Samsung TVs. The main motive was to reinforce Samsung's position as the number one brand while emphasizing that these tvs are Made in Egypt and exported globally. The campaign highlights innovation, speed, accuracy, and quality, aligning with the characteristics of modern pentathlon sports.
- Image Credits
- Creative Director: (Moataz Mohamed).
- Patents
- Copyrights belong to Samsung Electronics, 2025.
Trademark: "Samsung AI TV" (2025) Samsung Electronics.
All visual and conceptual assets used in the campaign are the intellectual property of Samsung Electronics and its creative partners.
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