Citadel Capital is the leading private equity firm in the Middle East and Africa that is based in Cairo. It has more than US$ 8.3 billion in investments under control, 18 Platform Companies in 14 industries across 12 countries.

DDB 's  task was to develop a communications campaign to; create awareness about Citadel Capital, position Citadel Capital as a solid regional investment player and generate investor interest. The main target for the campaign was divided into two different groups; high net worth individuals, Investors and Government officials in Egypt as well as; high net worth individuals and financial advisors in Gulf Cooperation Council countries (Saudi Arabia, Kuwait, Abu Dhabi and Qatar).

The campaign’s key message is that Citadel Capital creates financial value in the form of assets under management in addition to economic & social value in the form of job creation.

The Campaign consists of copies for four of the platform companies owned by Citadel Capital and a corporate that combines all together. The main idea of the commercials is “It’s not what you do... It’s how you do it,” which means that Citadel Capital’s differentiation lies in the process followed by the value creation.

The Execution technique used was motion control; to give the “one shot” feel for a “snowball” effect, whereby CC seamless process adds exponential value to a start. Two camera operators from the Netherlands flew in for the shoot since this is the first time that this camera technique is used in Egypt.

The campaign will be aired for 40 days on MBC 1, MBC 2, CNBC Arabeya, Orbit, Dream, Jazeera, ETV  and the World Cup qualification matches. It will also be complimented with print ads later on.