CRUNCH TIMES - CHOCOLATE TABLET
| Brand | NESTLÉ |
| Product/Service | CRUNCH |
| Entrant | J. WALTER THOMPSON CAIRO, EGYPT |
| Category | Direction |
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Entrant Company
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J. WALTER THOMPSON CAIRO, EGYPT
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Advertising Agency
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J. WALTER THOMPSON CAIRO, EGYPT
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Media Agency
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ZENITH Cairo, EGYPT
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Production Company
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BIGFOOT FILMS Cairo, EGYPT
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The Campaign
The teenage community is commonly bombarded with ever-new buzzwords. Not only that; every group has its own favorite set of buzzwords. The manifestation of Crunch Times has been built around using those obsolete commonly used buzzwords to come to a conclusion that these buzzwords reflect the past times vs the current modern time of Crunch.
The story of the ad revolves an exaggerated conversation between an entire classroom, while everyone in the classroom is trying to figure out who's chocolate (Crunch) belongs to. The conversation happens to be a long continuation of those obsolete buzzwords, while everyone of the featured students answers their colleague with one of those buzzwords (and makes fun of the one said before), the owner of Crunch, refuses to participate in that loop, and just sticks to the fact that he is simply looking for his chocolate.
Creative Execution
The trick about this copy was to create an endless sentence that is made up of obsolete slang buzzwords. The concept was to bring 31 teens with different characters and showcase the difference in style one after the other, while comprehension of the concept is not affected. The difference between the setup (the traditional classroom) and the unique character of teens was mandatory to amplify.
Credits
| Salma Hamouda |
J Walter Thompson Cairo |
Account Director |
| Farida El Khatib |
J Walter Thompson Cairo |
Senior Account Executive |
| Eslam Hossam |
J Walter Thompson Cairo |
senior copy writer |
| Mohamed Hammady |
J Walter Thompson Cairo |
Executive Creative Director |
| Maged Nassar |
- |
Director |
| Reem Megahed |
J Walter Thompson Cairo |
Head of production |
| Mayar Makhlouf |
J Walter Thompson Cairo |
AV Producer |
| Begad Omran |
Bigfoot Films |
Executive Producer |
| Nora EL Khatib |
Bigfoot Films |
Line Producer |
| Mohamed Shahin |
Nestle Egypt |
Buisness Executive Manager |
| Omar AboZeid |
Nestle Egypt |
Brand Manager |
| Norhan Khalifa |
Nestle Egypt |
Assistant Brand Manager |
| Rana Mandour |
Nestle Egypt |
Assistant Brand Manager |
| Hebatallah Afifi |
Nestle Egypt |
Communications Manager |
| Diana George |
J Walter Thompson Cairo |
Senior Planner |
| Mai Azmy |
J Walter Thompson Cairo |
Managing Director |
| Ali Ali |
- |
Director |
| Ibrahim Eslam |
J Walter Thompson Cairo |
Head of Branding Unit |
| Pierre Mouarkech |
- |
DOP Lighting Cameraman |