CLIENT
Mondelez Egypt
Mayar Talaia, Senior Manager E&I Chocolates MENAP
Marian Matta, Senior Brand Manager Chocolates Mashreq
omar Sallam, ABM Mashreq
Rana Anwar, Consumer experience Manager
AGENCY
Wunderman Thompson Cairo *Lead Agency
Hany Shoukry, Chairman & CEO
Mai Azmy, COO
Hassan El Sada, Managing Director
Mohamed Fouad, Executive Creative Director
Amir Adib, Head of strategy
youssef hammad, Creative director
Sandra Hazem, Account Director
Ahmed Magdy, Art Director
Tia Shehata, Account Manager
Habiba Diab, Planner
Donya Ezz, Copywriter
Soha Osman, Associate Business Director
Ahd Talaat, General Manager
Hania Farid, Media Manager
Janna Elsergany, Senior Media Executive
Ahmed Conelly, Senior Media Executive
Sara Kamal, Associate buying director,
SUMMARY
This campaign effectively married a business challenge to a social challenge. In a season that is overly cluttered with charity communication, Cadbury was able to stay distinctive and true to its brand essence; goodness. Going back to the cause, the isolation & loneliness of Night-shifters, the campaign was viewed by 50M people with a reach of almost 50% - meaning that night-shifters, who were in the dark, became seen, heard and connected. A brand in decline grew by 1PP market share while strongly anchoring its brand space 'goodness' during Ramadan.
