Brand | EDITA |
Product/Service | TWINKIES |
Entrant | ELEPHANT Cairo, EGYPT |
Category | 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 Akram Hosny (an Egyptian comedian, and the brand ambassador of this campaign) dressed as a sky diver and complaining that his parachute won’t open. 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, and states that as a brand they have no problem with that whatsoever. 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.
Credits
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 |