"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.
The script focused on creating the right pressure through building up to a very intense moment, in which the Molto couldn't handle the pressure anymore. These intense conversations are the backbone of the different situations in which the characters involved are under pressure, which causes the Molto present to react and explode. "
Credits
Name
Role
Abd El Salam Abd El Salam
Executive Creative Director
Ahmed Hafez
Creative Director
May El Naggar
Copywriter
Ayman Anwar/Mohamed Salah Ismail/Karim Gouda/Christine Adel/Heba Safey/Akram William