2012 Winners & Shortlists

CONO IS DIFFERENT

BrandEGYPT FOODS
Product/ServiceCONO
EntrantLEO BURNETT CAIRO, EGYPT
CategoryConsumer Products
Entrant Company:LEO BURNETT CAIRO, EGYPT
Advertising/Web Design Agency:LEO BURNETT CAIRO, EGYPT

Brief Explanation

We reached the consumers on the street and let them try Cono chips. We then asked them "If you have the chance to make an ad for Cono, what would you do?" Interestingly enough, people came out with many outstanding different ideas and we decided to execute them as TV ads. Making this the first TV campaign inspired and driven by the consumer. The TV ads were then aired on TV, online and supported by outdoors that guided the consumers to the Cono website, where they could record their own ideas and submit more ads for “Cono mokhtalef”

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Mohamed Hamdallah Leo Burnett Executive Creative Director
Ashraf Badawy Leo Burnett Creative Director
Bassem Gad Leo Burnett Art Director
Osama Arnaouty Leo Burnett Art Director