2016 Winners & Shortlists

The Campaign

Crunch had been in the Egyptian market for two years and still hadn’t managed to breakthrough. The brand’s entire being was seemingly lost in translation, as consumers weren’t even sure what Crunch was. Sweet or savory? A chip or a biscuit? The answer was actually quite simple. The problem was, people weren’t accustomed to a sweet snack fitting Crunch’s description. Our campaign was built around the creation of an imaginary product we called “Skinchizer”. Skinchizer’s identity was plotted and designed to be the opposite of Crunch’s product attributes. The generic traditional snack vs. the new and unconventional one. A conversation surrounding the two products took place between the two generations each snack was made to represent: Skinchizer for the know-it-all parent and Crunch for the misunderstood teen. In an instant, Crunch flipped from being a brand facing an identity crisis threatened by discontinuation to a brand in hot demand; in streets and on screens. Welcome to the age of Crunch.

Creative Execution

Is that Schenshizer, Taha? what a taste! -Crunch Schenshizer, i know it used to get it as little kids melon flavored -Chocolate used to come in a yellow box, a box about this big that's yellow -Blue pack there was a duck with a cat head on it -Shark you can only find it in old Heliopolis! From the Gulf, we used to get it from the gulf -kiosk under the house it used to ooze out this lemon burst makes you wanna chew, gnaw on it, gnaw on it now - Uhhhhh,no. they used it to pump us in the army isn't that right, Atef? yeah man, this generation missed it all, I swear. -what are you even saying it was for a penny used to get it for 10 piasters - A pound and sometimes, you used to get 10 piasters back so basically I got it for free, pal! -Uhhhhh,no. had a pentagon shape that kneads into brackets stretches into this smooth curve -Triangles used to be elastic, slimy, kinda like a paste, really soft - It Crunches you pulled it and it just kept stretching! it just wouldn't stop stretching, remember, Atef? it also had a thread spinner, like a bee stinger the one that used to spin around and around - There's no bee stringer The good old times, the good old people . Things had TASTE, Atef. Quality was there, man. One Schenshizer could unite us all. Those wonderful things of the past are long gone... luckily today, there's CRUNCH. Triangles that crunch filled with chocolate... Hazelnut... Vanilla... Banana. It CRUNCH times!