2022 Winners & Shortlists


CategoryConsumer Goods
Idea Creation ELEPHANT Cairo, EGYPT

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.


Name Company Role
Ali Ali Elephant Director
Mahmoud Shokri Elephant Creative Director
Abdullah Fareed Elephant Creative Director
Sarah Touma Good People Films Producer
Pierre Mouarkech Good People Films Cinematographer
Amr Berri Good People Films First Assistant Director
Khaled Zaki Good People Films Executive Producer
Mahmoud Derbala Good People Films Head of Production
Jihad Abu Shady Good People Films Producer
Amr Rabie The Barber Shop Editor
Karim Mira LZRD Colorist
Bassam Hussein LZRD VFX
Nada Kamel Elephant General Manager
Rana Zeyada Elephant Account Director
Rana El Desouky Elephant Senior Account Executive
Ahmed Samy Edita Vice President Marketing
Celine Berzi Edita Marketing Director for International Markets & Innovations
Laila El Chiati Edita Senior Brand Manager
Yasmine Bazan Edita Brand Manager
Nada AboulYazid Edita Assistant Brand Manager
Hussein Aziz Good People Post Producer