2022 Winners & Shortlists

BODY SHAMING

BrandKAYU BAKEHOUSE
Product/ServiceKAYU CHOCOLATE
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryPrint & Publishing
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement UM MENA Dubai, UNITED ARAB EMIRATES
PR MARKETTIERS London, UNITED KINGDOM
Production ZEALOUS Morocco, MOROCCO

Cultural / Context information for the jury

Not applicable - Global insight/problem.

Tell the jury about the art direction.

We set out to design utterly irresistible chocolate - apologies. After many scamps, layouts and false starts, we decided to take genuine hate messages and troll's vitriolic comments, plus their inappropriate, rude use of emojis to form the basis of three beautifully designed and delicious chocolate bars. Each design needed to stand alone but equally form part of a 'perfect' set. The production process was fraught with difficulties as four moulds makers (specialists) told us the level of detail our designs required wasn't feasible. But, finally, we found a company that was willing to try. We made the Chocapologies using Crystal Clear Rigid PVC Food Grade specialized thermoform plastic moulds. The moulds were prototyped, moulded and polished by hand. Finally, they were shipped to Dubai and placed into the hands of Karim Bourgi, a Master Chocolatier and famous influencer Chef, who beautifully handcrafted chocolates for us.

Credits

Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Paul Banham MullenLowe MENA FZ LLC Executive Creative Director
Prerna Mehra MullenLowe MENA FZ LLC Creative Director Art & Head of Design
Adila Fataliyeva MullenLowe MENA FZ LLC Designer
Madruth Zaman MullenLowe MENA FZ LLC Designer
Jarret Hunter MullenLowe MENA FZ LLC Designer
Zahid Gill MullenLowe MENA FZ LLC Editor
Rahul Menon MullenLowe MENA FZ LLC Photographer
Neelay Sehejpal Freelancer Photographer
Mounir Mohamad MullenLowe MENA FZ LLC Production Manager
Raya Wakim MullenLowe MENA FZ LLC Account Director
Ruby Steggles MullenLowe MENA FZ LLC Account Manager
Ramzan Ali MullenLowe MENA FZ LLC Editor