CLIENT
PepsiCo AMESA
Sohair SharafElDin, Client
Mahmoud Hassan, Client
Manzoor Karimuddin, Marketing Director - Saudi Foods at PepsiCo
Anfal Al Duhilan, Senior Marketing Manager at PepsiCo Saudi Arabia
Omar Munshi, Assistant Brand Manager
Netflix
Cynthia Abdulkarim, Client
AGENCY
Nadine Ghossoub, Chief Executive Officer
Ash Chagla, Chief Creative Officer
Wael Baytamouni, Associate Creative Director
Andre Marchesi, Associate Creative Director
Nicolas Garcia, Associate Creative Director
Raja Rizkallah, Creative Director
Steven Khoury, Account Director
Moussa El Fakih, Account Manager
Adela Fataliyeva, Art Director
Isha Sharma, Copywriter
Nora Alhemaid, Copywriter
Katrina Petrenko, Copywriter
Ahmed Umrethwala, Digital Designer
Nareena Mehra, Chief Strategy Officer
Tariq Al Hindi, Account Executive
OMD (UAE)
Nour El Dakdouki, Associate Director
Saleh Ghazal, CEO OMD MENA
Saleh Agha, Managing Director OMD UAE
Sherif Rehan, Social Media Manager
Hossam Sherif, Business Unit Director
SUMMARY
CHALLENGE: Drive incremental growth by tapping into a new occasion association- own evening screentime consumption through Netflix partnership & big idea.
INSIGHT: Consumers seek a more exciting and elevated snacking experience that matches their PM screentime / Netflix experience.
IDEA: Every Master Plan needs Lays. Inspired by Netflix Money Heist: Korea - Joint Economic Area partnership- we created our own Lay’s Heist for Saudi Arabia.
Disruptively we hijacked Lay's social, OOH/billboards & supermarkets across KSA to draw attention followed by a masterplan reveal of three new flavors.
