2018 Winners & Shortlists

Brief Explanation

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, but to express that nobody likes to clean up. El Kef is a brand that has always placed women at the heart of their concerns.It militates against the advertising stereotype of the happy and accomplished housewife.