Brief:
In Ramadan, Vodafone wanted to launch their new loyalty program named "Thank you - Shokran" to their customers. And due to how loyalty programs work, customers will be rewarded "after" using the service, which raised the challenge of "How to position a program as a "Thank You" while it will take effect after quite sometime later?" 

Insight:
The only ones who you can say them "Thank you in advance" are the "constants"; those you are 100% sure that they will be there for you in the future under any circumstances.

Execution:
We told the story of different constants in each others' lives over the course of 20 years.
We wrote an emotional songs listing different type of constants in one's life while thanking them for how impactful their constant existence was/is/will be. We chose the most common stories that everybody can relate to: best friends, siblings, parents and partners, then got Amr Diab, who has been always a constant in our lives by leading the pop charts for 40 years now, and we decided to feature a real cast with their very own real constants, from real siblings to the one and only Mo with his wife Maggie.