Sunny’s OOH campaign has certainly provoked comments from the audience, though maybe not the ones their creators were expecting! A cross-channel campaign about women’s rights that was designed to incite responses from their female customers on their Facebook page, has unexpectedly turned against the brand as the audience considered the messages as misogynist and offensive. Phrases like “Are you a spinster” were not easy jokes to digest by the Egyptians (both male and female), who have made their voice heard against the campaign… not only on Facebook. In less than a week, billboards have been changed with more straightforward slogans such as “انتي المثل” [which translates as “you are the example”], and the campaign has resetted its tone to the apparently original idea. The campaign creators, Egyptian agency The Hub Advertising, has had some hard time explaining to their audience the purpose of the campaign on their Facebook page. Though audience is now divided between believing whether this was a teaser or just a provocative campaign gone wrong, Sunny, the cooking oil brand from Egyptian manufacturer IFFCO, has gracefully stood its place and hopefully will not be much damaged by this blow.
