2016 Winners & Shortlists

The Campaign

The story is about the struggle of Khairy, the Dolce employee, who has been trying for years to convince the CEO to introduce the Dolceca Mastic flavor, only to be met with constant rejection from the obnoxious boss. The story unfolds through the late 90s until our current day, and throughout all this time we see Khairy trying different approaches to his pitch and the CEO also rejecting him in equally innovative ways. The CEO somewhat seems to be enjoying this process and in time starts to toy with Khairy via his power dynamic. Till one day a Lebanese hot employee suggests the same flavor and the boss acknowledges her great idea among everyone and agrees to launch the Dolceca Mastic cone, leaving the hero of our ad suffocating from his shock.

Creative Execution

Further capitalizing on Dolceca's brand idea of "Daring excitement that sets you free". Dolceca's campaigns bring it to life in a cultural, Egyptian, Humorous manner. Mastic launch hammers on all three. The real strength of this campaign doesn't come from it’s solid creative, but from the storytelling. The story is effortlessly humorous gripping and daring one. It talks about Dolce employees in a normal working day setting across time struggling to reach out with his idea to the upper management. The script is sharp and laugh-out-loud funny. The belief is that the funniest approach to comedy is a serious one, in that spirit the aim was to make a film that treats the story seriously. The film had an extended version of the story online and was trimmed to efficiently work on TV. We went for a deliberate cinematic look with an earthy and warm color scheme. Shots construction is very film-like, starting with fixed wide angles and then moving on to closer shots. The composition feels calculated and meticulous to further involve the viewer into the make-believe world of the drama. The end result feels like as if it was a montage in a middle of a movie.