Brand | PEPSICO INTERNATIONAL |
Product/Service | CHIPSY |
Entrant | IMPACT BBDO Cairo, EGYPT |
Category | Film - Script |
Entrant Company
|
IMPACT BBDO Cairo, EGYPT
|
Advertising Agency
|
IMPACT BBDO Cairo, EGYPT
|
Production Company
|
ASAP Cairo, EGYPT
|
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”.
Credits
Hossam Mourou |
Executive Creative Director |
Mostafa Hamza |
Creative Director |
Mohamed El Ghamrawy |
Copywriter |
Bassem Gad |
Art Director |
Mohamed Abdel Rahim |
Agency Producer |
Aida Nassar |
Account Supervisor |
Emile Tabanji |
Advertiser's Supervisor |
Amin El Masri |
Producer |
Ali Ali |
Director |
Tamer Mahmoud/Laila El Chiati |
Account Manager |
Mohamed Abdullatif |
Planner |