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AFCON unlucky charm | 2024

BRIEF
Vodafone wanted to join the national football conversation around AFCON—not with a promotion, but with a culturally relevant equity message.

INSIGHT
Egyptian football fans are famously superstitious. Everyone clings to their lucky rituals—special seats, sacred shirts, even specific commentators. But Egypt hasn’t lifted the cup in 15 years… maybe it’s time to admit those charms aren’t so lucky after all.

EXECUTION
We turned the superstition on its head.

Led by Mo Salah, three national team players take matters into their own hands—roaming the country to break old habits and shake up the so-called “luck.”

From switching café seats to kidnapping the beloved commentator, no charm is safe. They even re-route a flight full of celebrities who always attend the matches—because maybe it’s their tradition that’s jinxed it all along.

Peter Samir. 2025. Made in Egypt.

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