2012 Winners & Shortlists

Brief Explanation

The key objective which in itself was the challenge, was to clearly communicate the program and the initiative in a way that would reach and touch our target audience. The campaign would need to be simple, creative and straight forward, without having an offensive/accusatory tone to the target.

The Brief

After the Egyptian revolution, Chipsy wanted to undertake a social cause in an attempt to help the community.An already existing issue for the C/D class that was further enhanced after the revolution and its economic implications was Egyptian parents taking their children out of school so that they can help them financially with running the house.Chipsy decided to take up this cause and stand up for the children and their rights to stay in school and more importantly to have a childhood. Chipsy thus took the initiative and contacted the WFP organization, where Chipsy would donate a percentage of their profits from the LTO packs to WFP, who would in turn supply families with food. Our job was to create a 360 campaign for the cause while utilizing their celebrity spokesperson Ahmed Helmy.

How the final design was conceived

Given the brief, we aimed at creating a design that would instantly make consumers link the packs to the campaign, so we used one of the most recognizable symbols for school – back packs and adapted it seamlessly to the shape of our packs. Allowing us to create a simple yet visually appealing pack that instantly links back to our message of keeping children in school.

Indication of how successful the outcome was in the market

The entire campaign including the packs helped Chipsy reach their highest shares ever of 73.2 percent. In specfic to the packs they sold 80 percent + of the LTO's of the previous year and improved all brand KPI's including top of mind, great taste, hard to resist and great advertisement.