FOR IMMEDIATE RELEASE

"Globally Made in Egypt" Branding Campaign Unites Sports Excellence and Technological Innovation

Samsung's latest branding campaign, "Globally Made in Egypt," designed by Moataz Mohamed, leverages the remarkable achievements of Olympic gold medalist Ahmed El Gendy to reinforce the brand's leadership in television technology and national pride. Launched in Cairo in November 2024, the campaign positions Samsung's AI-powered Neo QLED 8K and OLED TVs as symbols of Egyptian innovation exported worldwide, drawing a powerful parallel between athletic excellence and cutting-edge technology.

Central to the campaign is the integration of Ahmed El Gendy as brand ambassador, whose speed, precision, and determination mirror the advanced features of Samsung's AI TVs. Through dynamic visuals and immersive storytelling, the campaign brings El Gendy into the heart of the product experience, using advanced CGI and digital rendering to create the illusion of the athlete stepping out of the screen. This approach not only highlights the TVs' ultra-high-definition clarity, deep contrast, and smooth motion but also forges an emotional connection with audiences by celebrating shared values of excellence and ambition.

The campaign's multi-platform rollout includes out-of-home billboards, digital ads, and social media content, ensuring broad reach across both local and international markets. Research underpinning the project demonstrates that associating a world-class athlete with Samsung's AI technology enhances brand credibility and consumer trust, while the creative execution overcomes the challenge of balancing technical messaging with emotional resonance. The result is a compelling narrative that elevates both Samsung's global reputation and Egypt's status as a center of innovation.

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