Brand | KAYU BAKEHOUSE |
Product/Service | KAYU CHOCOLATE |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Packaging Design |
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
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 |