Egyptian Advertising Campaigns Shine at TikTok Ad Awards METAP 2025
TikTok has announced the winning Egyptian advertising campaigns at the TikTok Ad Awards METAP 2025, covering the Middle East, Turkey, Africa, and Pakistan, in a strong testament to the maturity and creative depth of Egypt’s advertising market.
According to TikTok, Egypt’s presence at the awards ceremony went beyond participation, reflecting the evolution of local brands that now fully understand the platform’s dynamics and create content that drives culture rather than follows trends.
The awards ceremony, hosted in Riyadh, Saudi Arabia, brought together leading brands and agencies from across the region to compete in categories focused on innovation, engagement, and authentic audience connection.
People’s Choice Award
In a special audience-driven voting experience, TikTok users selected the most relatable and impactful campaigns. Egyptian brands secured multiple medals across highly competitive categories, reinforcing the power of locally rooted creativity on the platform.
The campaign “For The Legends of the Road” by Naqla & TAC Universe stood out as a unique storytelling model. The campaign transformed truck drivers—an audience traditionally distant from digital platforms—into TikTok creators by replacing conventional advertising with culturally relevant narratives.
Featuring Egyptian artist Mahmoud El Leithy, the campaign turned everyday moments into trending content through short musical clips inspired by familiar social roles, sparking organic engagement and widespread user participation.
Award Highlights
Big Branding Energy
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Silver Medal: For The Legends of the Road – Naqla & TAC Universe
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Bronze Medal: Cultural Takeover: Yango Play in Ramadan – Yango Play
TikTok noted that Yango Play successfully turned the Ramadan season into a dominant platform experience by integrating creators, celebrities, and native TikTok formats into daily cultural conversations.
Goal Digger
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Bronze Medal: Replies That Sell – Valu & FP7 McCann Cairo
The campaign transformed real user questions into short, personalized videos, simplifying complex financial concepts through authentic storytelling delivered by real employees, significantly boosting engagement and user acquisition.
Community Core
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Bronze Medal: For The Legends of the Road – Naqla & TAC Universe
Sound On Please
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Bronze Medal: Light Up Your Ramadan – Yango Play & Kijamii
The campaign featured an AI-powered Ramadan song that unified multiple shows under one central TikTok sound, inspiring millions of users to participate and share their own stories.
It’s The Creative For Me
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Bronze Medal: The Red Car – Chevrolet & FP7 McCann Cairo
Chevrolet reintroduced the Optra to the Egyptian market through creator-led, unscripted content showcasing real-life features, achieving strong engagement and organic brand reach.
Commenting on the awards, Shady Kandil, General Manager of Global Business Solutions at TikTok for META, Turkey, Africa, and South & Central Asia, said:
“This year’s winners prove that TikTok is not just an advertising platform—it is a space for cultural creativity. When brands understand the community’s language, advertising becomes meaningful content that delivers both cultural impact and tangible business results.”