Brand | KAYU BAKEHOUSE |
Product/Service | KAYU CHOCOLATE |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
Media Placement
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UM MENA Dubai, UNITED ARAB EMIRATES
|
PR
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MARKETTIERS London, UNITED KINGDOM
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Production
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ZEALOUS Morocco, MOROCCO
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Translation. Provide a full English translation of any text.
N/A
Please tell us about the social behaviour and / or cultural insights that inspired your work
The Internet. The cruellest playground in the world. Where trolls bully perfect strangers, and the victims of their hate messaging and body shaming are left to suffer Low self-esteem, severe depression, eating disorders, lower academic scores, long-term psychological ailments, inflict self-harm or even take their own lives.
Our client/brand, a small, albeit world-class chocolate shop/ influencer chef, made the strategic decision not to take on his local competition but instead the entire dark side of the Internet. So, no small challenge and a rather brave (ballsy) thing to attempt.
The idea? To sugarcoat means to glaze or coat chocolate with something sweet. But it’s also a typical phrase used to explain or say something in a manner that is easier to accept,
understand or cope with. Our idea - what if the Internet could be sugarcoated, or rather all the hateful comments that trolls write? @alltrolls, come on, atleast #SugarcoatIt.
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 |