2016 Winners & Shortlists

THANK YOU JOUMANA

Brand	NESTLÉ ICE CREAM
Product/Service	DOLCECA ICE CREAM CONES
Entrant	J. WALTER THOMPSON CAIRO, EGYPT
Category	Script
Entrant Company	J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency	J. WALTER THOMPSON CAIRO, EGYPT
Production Company	HAMA FILM PRODUCTIONS Giza, EGYPT

The Campaign

The story is about the struggle of Khairy, the Dolce employee, who has been trying for years to convince the CEO to introduce the Dolceca Mastic flavor, only to be met with constant rejection from the obnoxious boss. The story unfolds through the late 90s until our current day, and throughout all this time we see Khairy trying different approaches to his pitch and the CEO also rejecting him in equally innovative ways. The CEO somewhat seems to be enjoying this process and in time starts to toy with Khairy via his power dynamic. Till one day a Lebanese hot employee suggests the same flavor and the boss acknowledges her great idea among everyone and agrees to launch the Dolceca Mastic cone, leaving the hero of our ad suffocating from his shock.

Creative Execution

Khairy: Sir, what do you think of Mastic flavored Dolceca ice cream? Boss: Leave the file on Soaad's desk Boss: Tell me the updates from our colleagues in China.. Khairy: Sir, I'm reminding you of the Dolceca Mastic matter Boss: You want me to launch Dolceca Mastic in the market now? This is not the time! Khairy: Hello Sir, people are loving the Mastic flavor. Trust me, it's going to be a hit. You don't know who is speaking?! It's Khairy sir! Khairy's Email: Sir, what do you think if we launch Dolceca Mastic this summer? Boss's email: There will be no Mastic flavor Boss: I'm coming to you today with good news. We have finally decided to develop a new ice cream flavor... Mango flavored Dolceca. Because who doesn't like Mango fruit. Boss: You have to fight for your idea, even if it will be turned down, you should push for it more than once. But not any idea of course. Fight to sell your idea! Ice cream seller: Ice cream Mastic, Mister, would you like ice cream? Boss: Now that we are approaching the summer, we will be needing to launch a new flavor. Any ideas? Joumana (Lebanese employee): How about launching Mastic flavored Dolceca ice cream? Boss: Great idea! See everybody! Go Joumana! Mastic of course! Demo: Dolceca Mastic, we finally launched it! Thank you Joumana

Credits

Name	Company	Role
Ahmed Abdel Kader	J. Walter Thompson Cairo	Associate Business Director
Mohamed Hammady	J. Walter Thompson Cairo	Executive Creative Director
Nora Badr	J. Walter Thompson Cairo	Account Manager
Razan El Meligi	J. Walter Thompson Cairo	Senior Account Executive
Mohamed Hammady	J. Walter Thompson	Copywriter
Ahmed Wahid	J. Walter Thompson Cairo	Senior Art Director
Malek Sharif	J. Walter Thompson Cairo	Senior Art Director
Eslam Hossam	J. Walter Thompson Cairo	Senior Copywriter
Haisam Abu Samra		Director
Diana George	J. Walter Thompson Cairo	Senior Planner
Ammar Abu Shady	J. Walter Thompson Cairo	A/V Producer
Mayar Makhlouf	J. Walter Thompson Cairo	A/V Producer
Hesham Soliman	Hama Film Productions	Executive Producer
Feras El Quqa	Hama Film Productions	Producer
Tariq Babelly	Hama Film Productions	Producer
Mohamed Hammady	J. Walter Thompson	Director

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