2022 Winners & Shortlists

Write a short summary of what happens in the film

The film starts off on Akram Hosny (brand ambassador of this campaign) sitting on the chair of a tennis referee. Paying almost no attention to the tennis game, he starts announcing that the Strawberry Twinkies has now a brand-new package design, and he confirms that inside this pack, the cake is still the same. He says no-one can’t rip off the Strawberry Twinkies taste but the competitors and everyone else are invited to rip off the new Strawberry Twinkies packaging design by visiting the website “esra2twinkies.com”, clarifying that Twinkies made the website as easy and convenient as possible for everyone to steal from them, and states that as a brand they have no problem with that what so ever. 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.