2015 Winners & Shortlists

Brief Explanation

White cheese is an essential part of an Egyptian family’s diet. And this is specific to Egypt where more so, white cheese comes in various shapes, forms and textures. In our campaign ‘Daysa’, or Panda’s up for anything, we personified our white cheese in the character of our mascot, the Panda. We covered some of the most popular ways the white cheese is eaten, and saw it applied as a literal translation by our mascot, within human life settings. That was affected by capitalizing on the richness of the Egyptian languages, and playing up on word double meanings, in a humorous manner. The Arabic language is very rich, and numerous words have more than a single meaning; one same word can mean more than one thing. Using the richness of the language, the script written was both functional and emotional in the same. The script covered all the ways cheese can be eaten while featuring Panda in real life situations under the same meaning. For example, a shot of our Panda squashed inside in a mini bus, while the VO explains how you can eat the cheese squashed in a sandwich.