: : : PRÉSIDENT CHEESE KampagneN : : :
PRÉSIDENT - My main customer, my creative challenge
When you talk about food, you rarely think of creative excellence. But that was exactly my daily task at Président - one of the biggest and most important clients I was responsible for at BBDO. Président wasn't just a client. It was a creative playing field with constant demands: "What's next? How do we surpass the last idea?"
Every new campaign was a challenge - and an opportunity. A chance to bring taste to life visually. To arouse emotions. Using simple means to create strong images that stand out - and stick.
Inspired by taste - on all channels
Whether "as fresh as it gets", "Discover the taste under cover" or the "Inspired by taste" campaign - I developed numerous creative key ideas, each of which were implemented as 360° campaigns: with billboards, city lights, POS materials and print ads.
Each of these ideas relied on strong metaphors:
- A wooden basket with quark as a symbol of absolute freshness.
- A slice of bread in the shape of a painter's palette to artistically showcase the diversity of varieties and flavors.
- A cheese in a zipper cover to show that taste often lies beneath the surface - "Discover the taste under cover".
- A bouquet of cheese corners that symbolizes the whole range of flavours.
Award-winning ideas
Some of these works were not only celebrated by the customer, but also won local creative awards in Egypt - proof that good design and good ideas can also inspire in the FMCG sector.
Client: Président
Agency: Strategies BBDO - Cairo
Concept & Art Direction: Ahmed Ghandour
Copywriter: Ahmed Ghandour
General Manager: Mariam Maggar
