2018 Winners & Shortlists

Brief Explanation

Raya plays two distinct roles that reflect two sides of her personality. The role of the Connoisseur, who understands and cares about quality and the role of the good host, who cares about leaving a good impression. In the fantastical set up of a house with a symbolic and colorful nut tree, we see Raya turning from a painting to our connoisseur. She asks us as she inspects a cashew nut. “Are nuts diamonds? Of course, not”. She proceeds to persuade us that, as a matter of fact, they are not much less of a big deal than diamonds, while her twin, the good host, playfully takes us on one of the toughest hosting journey, where we see her try to impress the most difficult guests. As she picks her snack of choice at the supermarket isle, she asks Would the nuts you serve be a big deal then?

Through its brand positioning “playfully good”, Sunbites aims at delivering a ‘playful’ experience while offering ‘high quality’ snacks. Choosing a celebrity that strikes the right balance between ‘playfulness’ and ‘perfection’ was key to guarantee success. Raya AbiRached is known for her distinctive personality. Unlike other celebrities in MENA who take fame too seriously; she always aims to be fun, natural, and down to earth. Being a ‘good host’ is at the heart of her success: she hosts one of the biggest talent shows in the Middle East “Arabs got talent”; and her own show “Scoop”, where she travels and interviews celebrities worldwide; attends Cannes, Oscars and other red carpet events that require nothing less but great talent and distinctive performance. Endorsing her to launch the new product in a ‘light-hearted’ way while amplifying ‘great quality’ was therefore a great opportunity, translating directly her unique personality into that of the brand.