Lenovo / 2015
GoodWeird
Abqarino’s Workshop. A wonderfully odd invention, with a purpose.
- THE IDEA
- Give useful oddness an Arabic character through Abqarino, his workshop and an improbable invention.
- Regional campaign impressions
- 30.9M
- Regional campaign engagements
- 3.86M
Regional report: Facebook and Twitter across the Middle East, Egypt and Maghreb, including supporting content.
- CLIENT
- Lenovo
- AGENCY
- Ogilvy Middle East
- TYPE
- Brand film
The campaign
Lenovo’s #Goodweird platform celebrated unusual ideas that did something useful. To give it an Arabic voice, the campaign introduced Abd ElAzim, better known as Abqarino, and his improbable invention, Hegazy MKII. A humorous film invited people into his workshop and his very particular way of seeing the world.
The character continued beyond the film through social posts, quotes and an invitation for fans to submit inventions of their own. The regional campaign report recorded 30.9 million impressions and 3.86 million engagements across Facebook and Twitter in the Middle East, Egypt and Maghreb. These figures cover the regional campaign, including its supporting content.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.