"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
Name
Role
Abdelsalam Abdelsalam
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
Heba Radwan
Producer
Ali Ali
Director
Mohsen Abdel Wahab
Editor
Frequency
Sound Design/Arrangement
Azman Studio
Post Production
Tameem Youness
Music
Rania Afifi
Account Manager
Reem Sharara/Farah Mansour
Planner
Pierre Mourakech
Director Of Photography
Food Stylist: Hoda El Sherif. Music Scoring: Aly Fatahallah