HOHOS TACTICALS | A WHOLE NEW ROLL | TEACHER
Brand | EDITA |
Product/Service | FOOD INDUSTRY |
Entrant | ELEPHANT Cairo, EGYPT |
Category | Fast Moving Consumer Goods |
Idea Creation
|
ELEPHANT Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Write a short summary of what happens in the film
The film starts off on a student and his teacher on a desk clearly in a classroom. While the student seems to have a question for his teacher; he stares into the camera dreamily taking a bite of Hohos Coffee with tropical music complimenting the dreamy feel, the voiceover claims that "when you take just one bite of Hohos coffee, you'll feel like..." followed by a hazy transition that suggests we'll see a completely different and more relaxing scene. The hazy transition fades away to reveal we're still in the same scene as the voiceover continues explaining that you'll feel like, "you've just taken one bite of a Hohos coffee."
Cultural / Context information for the jury
Consumers in Egypt have become very astute in how they consume advertising and they make their voices heard about what they do and don't like. With more and more consumers realizing that brands are more often than not selling a false or inflated narrative, not including a cutaway to a different tropical scene/location handed the consumers a realistic look at what the product has to offer.
Credits
Ali Ali |
Elephant |
Director |
Abdullah Fareed |
Elephant |
Creative Director |
Mahmoud Shokri |
Elephant |
Creative Director |
Pierre Mouarkech |
Good People |
DOP |
Nada Adel |
Elephant |
Stylist |
Amr Rabea |
Good People |
Editor |
Bilal Elhabri |
Lucid |
Colorist |
Khaled Zaki |
Good People |
Executive Producer |
Mahmoud Derbala |
Good People |
Producer |
Omar Khalil |
Good People |
Producer |
Nada Kamel |
Elephant |
GM |
Rana El Desouky |
Elephant |
Account Executive |
Ahmed Samy |
Edita |
VP of Marketing |
Celine Berzi |
Edita |
Group Marketing Manager |
Shahinda Sadek |
Edita |
Senior Brand manager |