2018 Winners & Shortlists

The Campaign

El Kef highlights the paradox of all the Cleaning products campaigns that celebrate the chores and tasks that await the Moroccan housewife in joy, dance and good humor. El Kef diverts these advertising codes: dancing and singing,

Creative Execution

The campaign was rolled out over 3 months all over the Moroccan territory, using different touch points: - TV with a long version and 4 short versions - The radio - The print - And the digital

The campaign created a real buzz on the web and became the subject of discussions of users for 2 weeks, the various sites, blogs and facebook pages have seized the campaign to discuss the audacity of this campaign. At the business level, the brand gained 11 points in top of mind and 2 points in market share.

Who likes to rub, wipe, rinse, wring and wash for hours, every day? No one.A chore of cleaning, it is not quite pleasant. Otherwise, that would be known.We love the result, we like less the task. "Nobody likes to clean up": this is the reality El Kef is exploring through its latest advertising campaign. A daring bet for a brand of products ... cleaning. El Kef highlights the paradox of all the Cleaning products campaigns that celebrate the chores and tasks that await the Moroccan housewife in joy, dance and good humor. El Kef diverts these advertising codes: dancing and singing,

Elkef's communication strategy was to counteract all the advertising rhetoric on the market (used by Unilever and P & G) and break the codes of the category that showed consumers happy to clean up. Elkef's strategy was to break this false reality by shouting out loud what the consumer really thought.