Travel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement
HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
Production
WONDERFUL PRODUCTIONS Beirut, LEBANON
Write a short summary of what happens in the film
Using the beauty category as our muse, we turned the spicy Ghost Pepper Twister into a makeup tool that connected directly with the intended audience: women who were unaware of spicy food’s incredible health benefits. We entered this category like any beauty product would and created a unique parody using typical beauty-world tropes. The film shows a woman go from tired to fabulous-and-red-cheeked thanks to the spicy Ghost Pepper Twister effect: Bite, Rush, Blush.
Cultural / Context information for the jury
For ages, advertising has spewed the same rhetoric about spicy food, especially in the MENA region, where food isn’t food unless it’s covered in spice and the over the top “masculine” challenge approach is the norm. This has led to spice having an intimidating reputation – especially amongst women who are less likely to be attracted to the challenge of extreme spice. Which is a shame, because when taking a deep-dive into the world of spice, we found doctors and nutritionists have a very different story to tell. According to them, spice has remarkable health benefits, from lowering blood pressure to weight loss and skincare routines. This insight helped us bridge the gap between the perception of spicey food among women in the region, and how we could break through the stereotypical macho spice ads that make spice about a “challenge” rather than a delicious, blush inducing experience.