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 ad was shot in a one-perspective angle, creating a panoramic and more theatrical look. The Panda was the center of attention in every frame. To maintain coherency, all shot frames were built following the same structure. Our ad was a fast paced one, and this is precisely why it must be self explanatory, and thus the decision to create a series of fixed post card frames, or vignettes, whereby each shot was made to look picture perfect, and the only thing moving was our mascot.