2016 Winners & Shortlists

VALENTINE'S SURVIVAL GLASSES

BrandTHE BAKERY SHOP
Product/ServiceTBS
EntrantKAIRO Cairo, EGYPT
CategoryPromotional Item Design
Entrant Company KAIRO Cairo, EGYPT
Advertising Agency KAIRO Cairo, EGYPT

Brief Explanation

TBS, Egypt's leading Bakery shop, is known for constantly providing its customers with innovative baked products that have never before been offered in Egypt.

The Brief

In 2016 TBS wanted to engage their millennial customers during Valentine's, with an idea that matches the brand's innovative persona at a minimum budget.

How the final design was conceived

We started by researching our core target, the millennials, to understand their attitude towards the occasion of Valentines. We also researched the activities of other brands in Valentines in past years. Our conclusion was simple: In order to engage, and get the attention of millennials, we needed to go the opposite direction of the whole cheesy LETS CELEBRATE LOVE TREND. Then the Valentine Survival Glasses were born.

Indication of how successful the outcome was in the market

The Valentine Survival Glasses are simple cardboard glasses with a filter that changes everything red to orange. The TBS orange. The social media engagement increased by an unprecedented 400% when the glasses came out, and sales increased by 50% during the 48hours before Valentine.

Credits

Name Company Role
Hesham Ellabban KAIRO Executive Creative Director
Montasser Khalil KAIRO Creative Director
Sameeh Selim KAIRO Head Planner
Mahmoud Dogheim KAIRO Senior Planner
Sara El Sherbiny KAIRO Planner
Nora Aly KAIRO Art Director
Sarrah Abdelrahman KAIRO Writer
Walaa Abu El Aeinen KAIRO Digital Media Head
Mohamed Abd El-Hamid KAIRO Social Media Manager
Hazem Ragheb KAIRO Graphic Designer