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 illustration.
We set out to design utterly irresistible chocolate - apologies. Trolls, cyberbullies and body shamers became our inspiration. We decided to take some of their hate messages, vitriolic
comments, inappropriate and rude use of emojis to form the basis of three beautifully designed chocolate bars. We tried to show how the words can affect the victims of online abuse. Each design needed to stand alone but equally form part of a 'perfect' set. The outer packaging is conceptual too. When someone receives the personalised chocolate box, they see a story with the thumbs down, turning to thumbs up, a turd/shit turning into a smile, and a heartbreak turning into a whole heart. The multiplicity of the visual is metaphoric to the amount
of hate or love we can give on social media, and the same has a domino effect. So why not sugarcoat our words and actions.
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 |