LG x AKLOPEDIA ACADEMY BY YOUSSEF EL DEEB x YUMMY
A special edition of our own show, built for LG
One Saturday. 24 hours. One or two recipe challenges, answered in a video of 90 seconds at most. Built for the ten weeks before Ramadan 2027.
Life's Good
الحياة حلوةEl Haya Helwa
Proposal for LG | Egypt and the GCC | Confidential | October 2026
THE SEASON IN FOUR NUMBERS
Saturdays before Ramadan 2027
hours to answer each challenge
LG appliances won, one every week
LG fridges in the final
One impossible recipe at a time. Hosted by Youssef El Deeb, the pioneer of Arab food television.
A SPECIAL EDITION
A copyrighted Aklopedia format. The LG Edition keeps its DNA and strips it to the essentials.
Youssef's Impossible Recipe is a copyrighted Aklopedia format, created and owned by Picture Pond Media LLC-FZ.
The same DNA, made simple: your own kitchen, one phone, 24 hours, no multi-camera set. Open to creators with 4,000 followers. Branded by LG, end to end.
It runs alongside our regular weekly contests. Nothing else stops during the week.
The format and the name remain the property of Picture Pond Media LLC-FZ. LG sponsors this edition and receives the season's content rights.
THE IDEA
Every Saturday for ten weeks: one or two recipe challenges, each with five ingredients, two dishes and one catch.
Friday at midnight, Youssef El Deeb reveals the week's challenge, or two, in a 30-second appearance. Nothing else.
Creators have 24 hours. They post a video of 90 seconds at most on Instagram, TikTok, YouTube and Facebook with the week's hashtag, and submit the recipe on the official web form.
Weekly winner: an LG appliance chosen with LG. Three creators cook the Fridge Final for three LG fridges.
BRANDED BY LG
Every touchpoint carries the LG name.
Youssef's Impossible Recipe: LG Edition.
A new LG-branded hashtag each Saturday, for example #LGImpossible01. To be agreed.
LG title card and sign-off on the Friday reveal and every promo video.
Weekly challenge cards and posters carry LG.
The official recipe form and the season page, branded LG.
Youssef's weekly Verdict and the winner announcements, presented by LG.
A special LG playlist holding every entry and every Verdict.
LG appliances every week, and three LG fridges in the final.
LG also receives the season's content rights, one library of every recipe video, and a season report.
WHY IMPOSSIBLE?
Every challenge pairs a difficult combination of ingredients with a tight deadline: 24 hours. The pressure pushes creativity, and the obvious recipe never works.
Koshari becomes sushi rolls.
Foul is plated like fine dining, next to a cold tahini soup.
Stale konafa turns into spring rolls with an ashta dip.
HOW A WEEK WORKS
Not live, not timed on camera: a 24-hour window anyone can plan around.
The challenge drops. One or two challenges, each with five ingredients, two dishes and one catch. Youssef reveals them in 30 seconds.
Creators cook. Post a video of 90 seconds at most with the week's hashtag, and submit the recipe on the web form.
Youssef reviews every entry over two days and asks his three questions: menu name and price, would you make it again, what would your mother say.
The winner. Named on Monday night. Wins an LG appliance chosen with LG, shipped by LG.
Our other contests carry on all week as normal.
THE VERDICT
Sunday and Monday are the show: Youssef's weekly Verdict episode.
About 8 minutes, one camera, no studio. Youssef reviews the best entries on screen, and asks his three questions.
Youssef names the week's winner and the LG appliance they win. Announced as part of the Verdict.
Once a season, Youssef can send one creator straight to the Fridge Final. He decides when.
Every Verdict lives in the LG folder on YouTube, and is cut for Instagram, TikTok and Facebook.
THE RULES
Open to anyone with a public account and at least 4,000 followers on any one platform: Instagram, TikTok, YouTube or Facebook.
One video per challenge, 90 seconds at most, posted on the creator's own accounts with that week's hashtag. A new LG-branded hashtag every week.
The recipe is also submitted on the official web form (ingredients, quantities, steps), so every recipe is published in the same format.
No music in the video, so every entry is cleared for every platform. Voice and kitchen sound are welcome.
The week's catch must be respected. Judged on craft, creativity and how well the dish answers the catch.
By entering, creators allow Aklopedia Academy, Yummy and LG to republish the video and recipe on the season's pages.
THE SEASON
Weeks 1 to 3: Open Kitchen. Everyone in.
Weeks 4 to 6: Pressure. The catches get harder.
Weeks 7 to 8: Showdown. The hardest combinations.
Week 9: Winners' Week. The weekly winners cook against each other.
Week 10: The Fridge Final, on the last Saturday before Ramadan.
Proposed dates: 5 December 2026 to 6 February 2027, subject to LG and the confirmed start of Ramadan (expected around 8 February).
Ways in: the top of Winners' Week, Youssef's Golden Door, and (optional, to be agreed) the engagement-rate leaders. Aklopedia audits every figure.
The final is a pantry challenge: eight ingredients, all used across two dishes.
Youssef's critique decides. The top three each win an LG fridge.
The reveal: each winner opens their fridge door on camera.
THE PRIZES
LG covers shipping wherever it is needed.
An LG appliance. A premium appliance each, chosen with LG and announced with the challenge.
Three LG fridges. One for each of the top three in the Fridge Final, on the last Saturday before Ramadan.
A place in the season. Recipe published on the Aklopedia Academy and Yummy sites, on YouTube and on the organisers' social pages, plus Youssef's Verdict.
WHERE EVERY RECIPE LIVES
Every recipe is submitted through one web form, so every page looks the same.
Instagram, TikTok, YouTube and Facebook, on their own accounts, with the week's hashtag.
Every recipe on a season page of the Academy site, and on the Academy's social pages.
A special LG folder (playlist) holding every entry and every Verdict.
The season on the Yummy site and pages, plus a Ramadan cookbook of the best recipes (to be confirmed with Yummy).
Creators post with no music, so every entry is cleared everywhere. The show's own reveals, Verdicts and promos carry its signature sound.
WHO DOES WHAT
Writes every challenge. Hosts the weekly Verdict and judges. Audits the figures. Certifies the winners. Youssef El Deeb is the face of the season.
The home of the season. Publishes the challenges, rules, winners and recipes on its site and pages, and a Ramadan digital cookbook of the best (to be confirmed with Yummy). Its audience and editorial voice carry the story.
Season sponsor. Provides the weekly appliances, the three fridges and shipping. Approves the brief and the brand presence. Receives content rights for the season (terms to be agreed).
THE TRACK RECORD
campaigns in 12 months
recipe reels
combined audience across our creators and channels
engagement rate on brand campaigns
Audience by platform: Facebook 2.3M | Instagram 1.3M | TikTok 284K | YouTube 241.5K. 89% women.
Youssef El Deeb is the pioneer of Arab food television. Fatafeat reached 55 million households and was sold to Discovery in 2012.
Engagement rate is interactions divided by views. Audience figures supplied by Aklopedia, not independently audited. Source: Aklopedia records, October 2026.
TEN SAMPLE CHALLENGES
For imagining only, for now. A week can carry one or two challenges like these.
NEXT STEP
Life's Good
الحياة حلوةEl Haya Helwa
Aklopedia Academy by Youssef El Deeb
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