2014 Winners & Shortlists


Silver Campaign
EntrantFP7/CAI Cairo, EGYPT
2 of 3 Campaign
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. "


Name Role
Abd El Salam Abd El Salam Executive Creative Director
Ahmed Hafez Creative Director
May El Naggar Copywriter
Ayman Anwar/Mohamed Salah Ismail 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 Sound Design/Arrangement
Azman Post Production
Tameem Youness Music
Rania Afifi Account Manager
Reem Sharara/Farah Mansour Planner
Pierre Mourakech Director Of Photography
Sound Producer: Hosny Aly Other Credits