By: Pakinam Khaled
Egyptian creativity made a strong statement at the TikTok Ad Awards METAP 2025, with homegrown campaigns earning multiple medals across key categories. The wins highlight how brands in Egypt are not just advertising on TikTok, but building culture, communities, and commerce by playing fully within the platform’s language.
From cultural moments to performance-driven ideas, these winning campaigns turned everyday moments into scroll-stopping stories, earning top honors at TikTok Ad Awards METAP 2025.
The People’s Choice
Chosen through live voting by guests during the Awards ceremony in Riyadh.
"For The Legends of the Road" by Naqla & TAC Universe
Naqla turned an overlooked audience into TikTok stars. Targeting independent truck drivers who usually operate offline, the brand ditched traditional ads for culturally fluent storytelling. A surprise appearance by Mahmoud El-Laithy transformed everyday moments into viral entertainment, with short jingles performed in familiar roles like café hosts and wedding singers. The clips sparked user participation around the jingle, went viral, and turned routine errands into pure TikTok magic.
Big Branding Energy
"For The Legends of the Road" by Naqla & TAC Universe - Silver
"Cultural Takeover: Yango Play in Ramadan" by Yango Play - Bronze
Yango Play made Ramadan scroll-stopping. Instead of interrupting conversations, the platform became part of them, blending creators, celebrities, and TikTok-native formats to shape how audiences discovered Ramadan series. The campaign grabbed attention, sparked engagement, and turned cultural moments into a TikTok-first takeover that people couldn’t scroll past.
Goal Digger
"Replies That Sell" by Valu & FP7 McCann Cairo - Bronze
Valu defied TikTok norms by turning real user questions into short, personalized video replies using the platform’s native tools. By replacing financial jargon with relatable, human storytelling led by real employees, the brand transformed confusion into clarity, boosted activation efficiency, and drove significant interaction and user acquisition.
Community Core
"For The Legends of the Road" by Naqla & TAC Universe - Bronze
Sound On Please
"Light Up Your Ramadan" by Yango Play & Kijamii Advertising Agency - Bronze
Yango Play partnered with creators to celebrate Ramadan, launching a custom AI-powered jingle that unified multiple shows into one hero TikTok sound. Creators shared their own stories and moments using the sound, inspiring the community to participate and make it their own. The campaign reached millions of TikTok users, driving high engagement and reinforcing Yango Play as a central hub for Ramadan entertainment.
It’s The Creative For Me
"The Red Car" by Chevrolet & FP7 McCann Cairo - Bronze
Chevrolet partnered with creators to reintroduce the Optra to the Egyptian market, turning its everyday popularity into a TikTok storytelling phenomenon. Short, relatable videos showcased real drivers using features like spacious trunks, parking assistance, and affordable service, with no scripts or dramatization. The campaign inspired audiences to engage, share, and explore the car’s appeal, reaching millions of TikTok users and driving high interaction and brand visibility.
“The Ad Awards winners of this year show what’s possible when brands embrace TikTok not just as a media platform, but as a creative canvas,” said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia, TikTok. “From community-powered storytelling to performance-driven creativity, these campaigns created culture, inspired joy, and delivered meaningful business impact across the region and beyond.”
Egyptian campaigns at the TikTok Ad Awards METAP 2025 demonstrate how brands can succeed by understanding communities, respecting culture, and creating content that feels native to the feed. On TikTok, creativity isn’t just seen , it’s shared, remixed, and turned into real impact.
Check out the full METAP list of winners here.
