2011 Winners & Shortlists

The Campaign

Idea: Fantaloupe created 'by accident'. There was no way this idea would come to life without being strongly rooted in the culture in which it would launch. Egyptians are an extraordinary people of unique values, who are both sharp and emotional enough to react immediately to a living, breathing idea. Sympathy is almost engineered into our DNA, which was confirmed by the reaction of people to the story we told. So WHY does Fantaloupe exist, you ask? Because it was an accident made by an innocent citizen with good intentions. In fact, that innocent citizen/factory employee, faces major consequences by the corporation that employs him for the creation of Fantaloupe. Meselhy himself is not presented in the ad, letting people use their imaginations to decide what kind of man he was — in fact, a man most people sympathise with.

Success of the Campaign

When a character, whose absolute value is air, becomes a human being referred to in socio-political articles, blogs, Facebook statuses, Twitter tweets, and has penetrated everyday jargon, then it is fair to conclude that you’ve not only successfully launched an innovative product in the market; you’ve created a national hero. The success of Fantaloupe is also reflected in sales figures: YTD Volume achieved is 360,000 Unit Case, while the original plan from August to Dec 2010 was 400,000 Unit Case, which means that we are + 300% vs. business plan, demonstrating the great take off for Fantaloupe in market.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TV Commercial: The TV copy shows a manager reporting the accidental creation of Fantaloupe to executives and, in response, they apathetically propose to fire the factory worker responsible, Meselhy. Furthermore, they enjoy a good laugh when they decide that the failure of the product merits firing the helpless Meselhy. Radio: The spots were executed in a way that complemented the campaign’s credibility and sarcasm. A voice of a wife calling people to support, a spoiled teenage girl (that ordinarily wouldn't care less) voicing her support as well. On-Ground Activation: We added handwritten signs all over Egypt, which suggested that people did it to show their support. Print:
 OOHs and press ads were a cry for help and support, while showcasing the product in a very nice way. Online: The website was the hub where all Egypt expressed their support.