2016 Winners & Shortlists

CRUNCH TIMES - CAR

Short List
Client/BrandNESTLÉ
Product/ServiceCRUNCH
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
Type of EntryFilm: Other Film
CategoryInternet Film
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

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 “Fortiros”. Fortiros' 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: Fortiros 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.

Credits

Name Company Position
Ali Ali Director
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
Amr Hadad J Walter Thompson Cairo Associate Creative Director
Mayar Makhlouf J Walter Thompson Cairo AV Producer
Reem Megahed J Walter Thompson Cairo Head of production
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Karim Mira LZRD Grading
Hosny Ali The Garage Sound Engineer
Omar AboZeid Nestle Egypt Brand Manager
Mohamed Shahin Nestle Egypt Buisness Executive Manager
Rana Mandour Nestle Egypt Assistant Brand Manager
Norhan Khalifa Nestle Egypt Assistant Brand Manager
Hebatallah Afifi Nestle Egypt Communications Manager
Fadi Fahim light house Executive Producer
Diana George J. Walter Thompson Cairo Senior Planner
Ehab Samir Light House Producer
Jessy Ibrahim Light House Producer
amr ashraf J Walter Thompson Cairo post producer
Wael Alaa Composer Composer
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