2017 Winners & Shortlists

The Campaign

BUY ONE KILO OF “KAHK” LESS ONE COOKIE IN EXCHANGE FOR MAKING A REFUGEE FAMILY CELEBRATE THE FEAST TOO AND FEEL HOME IN EGYPT.

Creative Execution

IN EACH “KAHK” TIN, THERE WAS A MISSING COOKIE REPLACED BY A RANDOM DUMMY. EACH DUMMY COOKIE HAD A FIGURE ON IT REPRESENTING THE NUMBER OF COOKIES THAT TBS WILL BE GIVING AWAY TO REFUGEE FAMILIES ON TOP OF THE ONE THAT YOU GAVE AWAY. SO FOR EACH COOKIE THAT THE CUSTOMER GIVES AWAY, TBS GIVES AWAY 1,5,10,15 OR 20 COOKIES. USING SOCIAL MEDIA AND TBS STORE WINDOWS WE ANNOUNCED THE LAUNCH OF THE CAMPAIGN. CUSTOMERS BUYING A “KAHK” TIN ALSO HAD THE OPTION OF WRITING A SHORT LETTER TO THE REFUGEE FAMILIES. SIMULTANEOUSLY, WE CONTACTED UNHCR, WHO PROVIDED US WITH DATA ABOUT REFUGEE FAMILIES LIVING IN EGYPT, INCLUDING THEIR ADDRESSES AND CONTACT DETAILS. BY THE END OF THE FEAST, WE VISITED 250 REFUGEE FAMILIES WITH ALL THE “KAHK” WE HAD COLLECTED THROUGHOUT THE FEAST. WE ENDED THE CAMPAIGN WITH ANOTHER VIDEO ON SOCIAL MEDIA THANKING OUR CUSTOMERS AND

Results

TBS “KAHK” TINS WERE SOLD OUT IN LESS THAN A WEEK. WE COLLECTED MORE THAN 10,000 COOKIES, MAKING MORE THAN 250 REFUGEE FAMILIES FEEL HOME. BUT MOST IMPORTANTLY, THIS SMALL GESTURE MADE THE TOPIC OF REFUGEES IN EGYPT SURFACE FOR THE FIRST TIME.

"KAHK" IS AN EGYPTIAN COOKIE SOLD IN 1 KG BOXES, TO CELEBRATE THE BREAKING OF THE FAST AFTER THE MONTH OF RAMADAN. THE BREAKING OF THE FAST FEAST IS ALL ABOUT FAMILIES GETTING TOGETHER AND SHARING “KAHK” BOXES AMONG THEM. WE SAW A GREAT OPPORTUNITY IN THE “KAHK” BOX TO ENGAGE TBS (THE BAKERY SHOP) CUSTOMERS AND MAKE THEM ACT, BY SPREADING THEIR GIFTING TO REFUGEE FAMILIES.

FIRST WE CONTACTED UNHCR, WHO PROVIDED US WITH DATA ABOUT REFUGEE FAMILIES LIVING IN EGYPT, INCLUDING THEIR ADDRESSES AND CONTACT DETAILS. ONE WEEK BEFORE THE FEAST AND THE BREAKING OF THE RAMADAN FAST, WE STARTED THE CAMPAIGN, TARGETING PRIMARILY YOUNG COUPLES WITH CHILDREN IN CAIRO AND GIZA ON SOCIAL MEDIA FOR WHOM THE CELEBRATION OF THE FEAST IS A MUST. THROUGH A VIDEO ON SOCIAL MEDIA WE BROUGHT TO OUR TARGET’S ATTENTION THAT EGYPT HOSTS OVER 250,000 REFUGEES, A FACT THAT MOST EGYPTIANS ARE EITHER OBLIVIOUS TO OR NOT TRULY SEEING ON GIVEN THE NATIONALIST RHETORIC FILLING THE AIRWAVES IN EGYPT. WE THEN ANNOUNCED THAT THE “ONE KILO KAHK MINUS ONE” TINS ARE AVAILABLE AT ALL TBS STORES. THE CAMPAIGN’S CALL FOR ACTION WAS: “BUY ONE KILO OF “KAHK” LESS ONE COOKIE AND MAKE A REFUGEE FAMILY FEEL HOME”