Brand | EDITA |
Product/Service | MOLTO |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Foods |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Production Company
|
ASAP Cairo, EGYPT
|
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. "
Credits
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 |
Art Director |
Heba Radwan/Mohamed Abdel Aziz/Inas Nagy |
Agency Producer |
Nora Badr/Dina Rafea |
Account Supervisor |
Ali Ali |
Director |
Mohsen Abdel Wahab |
Editor |
Frequency/Hosny Aly |
Sound Design/Arrangement |
Azman |
Post Production |
Tameem Youness |
Music |
Rania Afifi |
Account Manager |
Reem Sharara/Farah Mansour |
Planner |
Pierre Mourakech |
Director Of Photography |
Food Shots: Silver Lining Pictures/Mario Tagliabue/Jennifer Pack |
Other Credits |