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'#AnonymousGiver’ Spreads Acts of Kindness Around Egypt

Mobinil, Leo Burnett Cairo transcend boundaries of traditional advertising

Mobinil’s “#AnonymousGiver,” GPC Rating: 7.5

Ever since the Arab Spring Revolution of 2011, Egypt has been in deep political and social turmoil, making it difficult for citizens to find common ground. On behalf of Mobinil, Egypt’s largest telecom, Leo Burnett Cairo launched “#AnonymousGiver” — a movement that strived to restore peace within Egyptian society.

To kick off “#AnonymousGiver,” the agency filled Egypt’s streets with free, sharable items such as toys, books, furniture and food. Each item was marked with the hashtag “#AnonymousGiver,” which encouraged the public to adopt the campaign as its own. This resulted in contagious waves of generosity, as people contributed all sorts of items to their fellow neighbors — all without asking for anything in return.

The agency did not reveal the brand’s name until after the campaign was widely embraced by the public. After the reveal, Mobinil’s “#AnonymousGiver” was named one of Egypt’s most beloved brand acts of all time. The campaign had an accompanying song that featured a wide range of Egyptian artists from diverse genres, which scored a 7.4 on the GPC scale.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.