Sigma Fit x Elnas Hospital Video

In a heartfelt collaboration during Ramadan, Sigma Fit, a leading Egyptian sportswear brand, partnered with El Nas Hospital to launch a charitable campaign aimed at supporting cardiac patients. To promote this initiative, Animus Agency produced a compelling video that seamlessly blended themes of fitness, philanthropy, and community engagement. The video highlighted how a portion of each Sigma Fit purchase during Ramadan would contribute to life-saving heart surgeries at El Nas Hospital .

Challenges Faced

1. Balancing Commercial and Charitable Messaging: Ensuring the video promoted Sigma Fit's products while keeping the focus on the charitable aspect of the campaign.
   
   
   

2. Emotional Resonance: Creating content that genuinely moved viewers to action without resorting to overly sentimental tropes.
   
   
   

3. Cultural Sensitivity: Aligning the campaign's message with the values and sentiments prevalent during Ramadan.

Project Phases

1. Concept Development

The primary objective was to craft a narrative that connected the act of purchasing sportswear with the noble cause of saving lives. The concept revolved around the idea that every workout and every purchase could contribute to a greater good.

2. Storyboarding & Design

The storyboard illustrated a journey from individual fitness routines to collective impact, showcasing how personal health choices could lead to communal benefits. Visual elements were designed to evoke emotions of hope, unity, and purpose.

3. Animation & Production

Utilizing tools like Adobe After Effects, Photoshop, Illustrator, and Animate CC, the team brought the storyboard to life. The animation featured dynamic transitions between workout scenes and hospital environments, symbolizing the direct link between the consumer's actions and the lives being saved.

4. Sound Design & Voiceover

A motivational soundtrack accompanied by a sincere voiceover reinforced the campaign's message, encouraging viewers to participate in the cause through their purchases.

Results & Impact: 

• Increased Engagement: The video garnered significant attention on social media platforms, leading to higher engagement rates and shares.
  
  
  

• Boost in Sales: Sigma Fit experienced a notable increase in sales during the campaign period, directly contributing to the hospital's funding.

• Enhanced Brand Image: The campaign strengthened Sigma Fit's reputation as a socially responsible brand committed to making a positive impact.