As Egypt’s coronavirus numbers continue to increase and people prepare for another month self-isolating at home the negative impact on their wellbeing has been clear with many complaining the stay at home routine is getting harder every day. With bad news being reported everywhere, people are wondering when the sensitivities bought on by the virus will be overcome as everyone looks forward to the day it is safe to go outside without fear.
Amid the uncertainty, Sensodyne, a brand synonymous with overcoming sensitivity, wanted to help raise spirits and encourage Egyptians to live a life free of sensitivity. Teaming up with singer-songwriter Ahmed El Ruby and other familiar faces Injy El Mokaddem, Coucla Refaat, Mazen Yaseen And Alaa El Sheikh, an upbeat song and music video was launched to help people celebrate every moment, live life to the fullest and earn new things throughout this period. Sensodyne’s main goal is to fight teeth sensitivity, but they also used this opportunity to relieve people’s worries and fight all the sensitive moments they pass through together.
The lighthearted campaign gathered people of influence to spread positivity during this difficult time and quickly went viral, reaching number 2 on the ‘Top Egyptian Songs’ on Anghami. The video closed inviting people to rise above these sensitive moments, take a moment for themselves, and share their sensitive moments for a chance to feature in the music video. Users also shared their photo memories from their favourite destinations, encouraging everyone that they will be able to enjoy them again soon.