2014 Winners & Shortlists

Brief Explanation

"In Egypt, the general public thinks that any snack that has filling is never really full of filling. That's why with Molto, Egypt's leading croissant snack, we wanted to hammer on the fact that Molto is filled to the brim. Our message: Molto is so stuffed, it bursts or Molto ""min kotr el hashew, gabit akherha"" in Arabic means both stuffed and pressured (fed up). The double meaning of the word ""stuffed"" in Arabic created an emotional relevance that the target consumer found funny and related to. Through personifying Molto, the idea became: Molto can't take any kind of pressure, because it's so stuffed. We created moments that Egyptians can relate to; different intense situations in which the characters involved are under pressure, which causes the Molto present to react and explode. "