2014 Winners & Shortlists

Brief Explanation

As the leading savory snack in Egypt, with double digit growth year after year, the challenge became how to grow a category, not just a brand. Chipsy had to become more than an occasional snack, we wanted it to be recognized as a staple at every meal. Changing people’s habits is usually a long-term process, unless you make them notice that it’s really a part of their daily lives. We combined true insights on Egyptian eating habits, added Ahmed Helmy, the Chipsy spokesperson, and brought on board a leading director Ali Ali. It was a recipe for success. Helmy’s humor coupled with Ali’s true-to-life vision, created an ad that spoke directly to consumers. The ad scored in the top percentile in copy testing, and noted a “high ability to motivate”.