How a commercial that was hated by the client, focus groups and consultants alike won a Lynx grand prix. Ali Ali is creative director at Elephant Cairo
“Open on a young man walking into a living room. Speechless and overwhelmed, he holds a retro-looking laser gun in his right hand. His family sits there in the living room, waiting for him. Almost instantly, he starts taking them out one-by-one with his laser gun. He turns everything and everyone he shoots into bags of Kalbaz and then finally sits down to enjoy the crisps. Voiceover: Kalbaz. Finish them!
This is how Maged and I presented Kalbaz to the management team of Egypt Foods some 11 months ago. The meeting took place at a marketing consul
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