BRIEF
Ramadan is a special month—one that brings people closer, reminds them of emotional bonds, and puts family and gratitude at the centre of everything.
Vodafone wanted to use this moment to launch its new loyalty program: Thank You – Shokran.
But since the program rewards customers after they use the service, the challenge was: how do you say thank you now for something that comes later?

INSIGHT
The only people you can truly thank in advance are the constants in your life—the ones you know will always be there, no matter what.

EXECUTION
We told the story of life’s constants—those who stick around through the years. Through an emotional song, we celebrated the people who are always there: best friends, siblings, parents, and partners. Then we brought in Amr Diab—a constant in Egyptian lives and pop culture for over 40 years. To keep the message authentic, we cast real people with their real constants—including Mo Salah and his wife Maggie. A simple, heartfelt thank you to those we know we can always count on.