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 Nassar
Production company Eleven
Director Ali Ali
DOP Gamal El Bouchie
Producer Mohamed Mourad
Post-production Azman
elli fahmin bel halawa eat lebanese halawa as the egyptian stuff is crap..
Smart advertising campaign.”Differentiate yourself” Right on the target..Good work
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!