|Brand||LA POIRE CORPORATE|
|Entrant||KAIRO Cairo, EGYPT|
KAIRO Cairo, EGYPT
KAIRO Cairo, EGYPT
How can we convey the message of BEANOS offering the strongest coffee to start your day with, in a visually engaging manner, and with a local insight that carries a simple interactive message.
Insight: In Egypt, a simple “good morning” is not enough. At the beginning of
our day, we, Egyptians have our own words when it comes to greeting
each other. We love to add a more loving ingredient such as" May your
morning be as bright as the whitest of all Milks and Creams", "May your day be as
joyous as fresh Mints and Jasmines", and many more.
Beano’s, Egypt’s iconic coffee chain wanted to communicate its 100%
strong Arabica coffee as the best choice to kick start your day compared
to the blends of Costa Coffee and Starbucks, in a set of engaging posters.
How the final design was conceived
Arabic calligraphy is known for its beautiful sophisticated aesthetics.
While very hard to read, people tend to find a little sweet challenge
in reading this magical art and feel a sense of satisfaction when
accomplishing the mission, especially because the meaning when finally
understood, is always as beautiful as the art, amplifying the
satisfaction of the reader.
Three morning wishes were finely handcrafted in ultra modern
calligraphy, beautiful looking yet challenging to read at first sight.
In a simple interactive manner, these posters invite you to read
them again, after having a 100% strong Arabica coffee from Beanos.
Indication of how successful the outcome was in the market
The sales of the 100% Arabica coffee increased significantly vs last year, and a strong positive word of mouth started spreading on social media about the campaign
Beanos is the leading local coffee shop chain in Egypt, competing primarily with Starbucks and Costa Coffee.
The target audience are young Egyptians wanting to associate themsleves with global trends.
Beanos positions itself in the market as the trendy brand, head to head with multinational giants, yet proud of its locality, offering the highest quality coffee as well as other hot and cold beverages and sandwiches.
||Executive Creative Director
|Sara El Sherbiny