2017 Winners & Shortlists

SHARE THE UNEXPECTED

BrandAMOR BENAMOR
Product/ServiceCOUSCOUS | SPAGHETTI | TLITLI
EntrantALL IN EL ACHOUR, ALGERIA
CategoryFood
Idea Creation FRED & FARID PARIS, FRANCE
Idea Creation 2 ALL IN EL ACHOUR, ALGERIA
Media Placement FULL MEDIA HYDRA, ALGERIA
Production BIRTH Paris, FRANCE

Brief Explanation

AMOR BENAMOR is an Algerian leader in couscous & pasta in Algeria. The brand has never aired a product campaign before, they were focused on the corporate brand. ALL IN | FRED & FARID came up with an original solution : Pasta & couscous aren't compatible with ramadan in Algeria and couscous has been a part of a routine. We campe up with SHARE THE UNEXPECTED CAMPAIGN, an original solution done with funny ads. For the first time in Algeria, we created 3 short films taking on original VO subtitled in (funny) arabic, we took the audience to Native America, Ottoman place and Mongol palace. Their leaders are the symbol of excellence. Results were outstanding for the brand and the campaign : More than 4 million views on Social media. Most appreciated campaign during ramadan. - Couscous was out of stock. - Tlitli Was out of stock - spaghetti +260%

Credits

Name Company Role
SAHNOUN GHILES SAHNOUN MANAGING DIRECTOR
THIBAULT LOUE FRED FARID PARIS PROJECT MANAGER
SAMIR BADAOUI ALL IN | FRED FARID CREATIVE DIRECTOR
MARINE SURMONT FRED FARID PARIS ART DIRECTOR
LUCIE BEURQ FRED FARID PARIS ART DIRECTOR
GRIM ALL IN | FRED & FARID PROJECT MANAGER