2022 Winners & Shortlists

Write a short summary of what happens in the film

The film starts off on Akram Hosny (the brand ambassador of this campaign) dressed as a medieval knight, lying on the ground with arrows cutting through his armor in a battle field. In the middle of this drastic situation, he starts announcing that Twinkies has changed its packaging design, while staying the same from the inside, white hearted. He adds that Twinkies’ is inviting its competitors and everyone else to rip off the new packaging design by visiting the website “esra2twinkies.com”, clarifying that Twinkies made the website as easy and convenient as possible for everyone to steal and copy from them. He also offers his personal help for anyone who would find the website hard to use. The film ends on Twinkies packs changing on a limbo background while the VO says that you can easily rip off Twinkies’ look, but you can never rip off Twinkies’ taste.

Cultural / Context information for the jury

Twinkies, the white hearted cake is the number 1 cake in the Egyptian market in its category. All the competitors were copying every move Twinkies made throughout the years including copying the packaging design, and that confused the consumer and harmed Twinkies sales. Instead of fighting this trend we decided in our film spots to invite our competitors and everyone else to rip off the new packs with the help of the micro website that we’ve created out of the goodness of our hearts to help them on their mission, because after all Twinkies is the kindest cake out there.