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Personal / 2026
Unofficial ad for "elbawady"
Just showing my creative concept "اصل العيش والحلاوة" in an unofficial ad mod that i wanted to propose to "elbawady" as a campaign idea
Where it started.
Using every word play to our advantage, the old saying to felons and prisoners "هجيبلك عيش وحلاوة" introduced as a new creative concept.
What came out of it.
Turn the oldest accusation in advertising into the actual selling point, while keeping the ad self-aware, conversational and a little ridiculous.
The people behind it
Karim Saad (KIKS) - writer, director & on-screen talent An unofficial spec ad for "elbawady", created independently as a creative exercise. Not commissioned by or affiliated with the brand. Original post: 9 January 2026.
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