Embrator: Street

Naila Fattouh

Embrator, the Egyptian clothes manufacturer, targeted young males in Egypt by changing window advertising and releasing a series of TV ads during Ramadan.

Campaign details

Brand: EmbratorBrand owner: EmbratorLead agency: FP7/CAI, Part of McCann World GroupCountry: EgyptIndustries: SportswearMedia channels: TelevisionBudget: Up to 500k

Executive summary

How innovative can underwear get? Well, Egyptian manufacturers will surprise you. They've done it all. From glow in the dark boxers to winter long john's in all colours, Embrator and its competitors have fiercely competed over a share of Egypt's undies for the past decade.

As a challenger brand, Embrator was sick of competing on petty gimmicks. A tiger printed brief wasn't going to gain major...

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