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. The white cheese category doesn’t differ from one brand to another as they all offer the same variety in taste, texture and variants. In order to stand out, we opted to capitalize on our differentiating brand icon, the Panda character. 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.