The Work

Bawadi – Prisoners

Real prisoners and ex-cons are the stars of a new TV campaign for Egyptian food manufacturer Harvest Food’s Bawadi halva. The work of indy outfit Elephant Cairo, the agency chose prisoners to front the campaign because they eat more halva than any other segment of Egyptian society. The five commercials see different prisoners discussing the attributes of good halva and the difference between good and great halva. Since time immemorial, prisoners in Egypt are known to eat just ‘bread and halva’. The final tagline is: “Those who know halva best, love Bawadi.”

Project Prisoners
Client Harvest Foods – Bawadi Halva
Creative agency Elephant Cairo
Creative directors Ali Ali, Maged Nas

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.



  • hahaha… great insight, colourful script and one hell of an approach – using prisoners to promote a product might be a tad too risky, but hey someone had to do it. Hats (or tusks) off to Elephant!

Comments are closed.