Context:
With a huge bridge cutting Cairo in two halves, people are either living on the east or the west.

Insight:
People of the east tend to stay in the east and people of the west tend to stay in the west, as if they are two separate nationalities inside the same city. 

Execution:
Having the biggest budget in Ramadan this year, we managed to get the mega celebrities living on the east vs the mega celebrities living on the west arguing about why shouldn't they leave their territory, with a brand message stating that it doesn't matter either east or west as long as you live in ZED residents.