Fayrouz is a flavoured malt beverage that has been in the Egyptian market since 1997, and was subsequently launched regionally in 2006. The brand has always been associated with being sexy & daring. As a result of the conservative nature of some of the Arab countries, the creative team challenge for this copy was to keep the edginess of the brand without offending our audience. The solution was to create sensual stories using Fayrouz "bottles" instead of people.

The situations in the ads are very controversial to Arab Culture; however, the creative treatment made them regionally acceptable and very well-liked.