2016 Winners & Shortlists

CHICLETS - THE NOTHINGNESS UNION

BrandMONDELÉZ EGYPT FOODS
Product/ServiceCHICLETS
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryDirection
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO, EGYPT
Media Agency STARCOM MEDIAVEST GROUP Cairo, EGYPT
Production Company FILM CLINIC Cairo, EGYPT

The Campaign

Chiclets is a heritage brand that has been existing in the Egyptian market for more than 20 years and top of mind regardless no communication. Chiclets came back tapping on the conflict of generation between all teenagers and their superiors (Parents, teachers, or any other), supporting their way of having fun, without being judgmental or critic, under the brand idea; nothing is everything. It was translated in two different fully fledged interactive campaigns, first was Championship of nothing, and second was The Art Gallery of the Nothingness. We had to come up with a continuation campaign idea, which was; The nothingness union; in line with the current political situation in Egypt, teenagers don't really care, all what they do, is criticize conflicts on TV shows and make fun and online memes out of it. We decided to launch our own political party, discussing the nothingness issues, classified into different important files e.g. Education, Traffic, Tourism, etc.., and each participant decided to run for the leadership of each file, submitting on an online application on our Facebook page, a photo with a selling line for the campaign, and votes (Likes) show us who is the winner.

Creative Execution

Since Chiclets come back, its communication had a very unique approach which is consistent across all our communication till now, colorful, significant VO, and different unexpected demo at the end of each copy, which made it always clear for our audience to identify our communication. Our direction in terms of choice of colors, elements, and edit is strongly tapping on our identity.

Credits

Name Company Role
Ahmed Wahid J Walter Thompson Cairo Senior Copywriter
Malek Sharif J Walter Thompson Cairo Senior Art Director
Salma Hamouda J Walter Thompson Cairo Account Director
Hazem Safwat Taher J Walter Thompson Cairo Senior Account Executive
Mayar Makhlouf J Walter Thompson Cairo AV Producer
Hassan Mahfouz Film Clinic Exectuive Prodcer
Youssef Zeid Film Clinic Producer
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Karim Mira LZRD Grading
Ahmed Sobhy LZRD Online/VIsual Effects
Hosny Ali Frequency Sound Engineer
Menna El Swefy Mondelez Egypt Foods Senior Brand Manager
Ahmed Emad Mondelez Egypt Foods Communications Manager
Reem Megahed J Walter Thompson Cairo Head of production
Wael Alaa - Composer
Haitham Abu Samra Director
Diana George J Walter Thompson Cairo Senior Planner
Mai Azmy J Walter Thompson Cairo Managing Director