: : : Président light pos /// 2010 : : :

feel the lightness

The brief
For the new "Light" version of Président's famous Triangle Cheese, the brief was to create an eye-catching campaign that gets to the heart of the main message: the cheese is incredibly light. The challenge was to present this product promise visually in a modern, appetizing and iconic way - from the packaging to a comprehensive 360° campaign.

Creative idea:
The idea: feel the lightness.
I didn't just want to show the lightness, I wanted to make it tangible - visually, emotionally and immediately. That's why I created a series of four main visuals that all play with the feeling of weightlessness:
- Bubbles: The cheese tin floats weightlessly in the midst of soap bubbles.
- Clouds: It rests gently on a soft cloud.
- Feathers: Surrounded by floating feathers, as if it were light as a feather itself.
- Wings: With delicate wings - like a cheese that wants to fly.

Design & Implementation:
In addition to the concept development, I also created the new packaging design, which emphasizes the lightness with a fresh, blue color code and an airy layout. The campaign was rolled out via POS, city lights, billboards and digital channels.

The result
The campaign was extremely well received - both by the target group and by retailers. The visual language with its emotionality and clarity was particularly convincing. Product sales increased significantly and the "Light" range successfully established itself on the market.

Client: Président Light
Agency: Strategies BBDO - Cairo
Logo Design: Ahmed Ghandour
Packaging Design: Ahmed Ghandour
Concept & Art Direction: Ahmed Ghandour
Copywriter: Ahmed Ghandour