TASK
Grow penetration of Almarai Flavoured Milk and help the brand own the snacking occasion across KSA and GCC.
Position it as a tasty and nutritious alternative to chocolates, savoury snacks and sugary drinks.
Build awareness around all four flavours while reinforcing Almarai’s dairy goodness.
Grow penetration of Almarai Flavoured Milk and help the brand own the snacking occasion across KSA and GCC.
Position it as a tasty and nutritious alternative to chocolates, savoury snacks and sugary drinks.
Build awareness around all four flavours while reinforcing Almarai’s dairy goodness.
OBSERVATION
A small treat can completely change how an ordinary moment feels.
A small treat can completely change how an ordinary moment feels.
INSIGHT
Sometimes changing your mood does not require changing your day. Just changing the taste of it.
Sometimes changing your mood does not require changing your day. Just changing the taste of it.
BIG IDEA
A Taste That Changes Your World
EXECUTION
Each film opens on an everyday moment that appears completely normal. As the camera pulls back, we discover the person and their entire world are upside down, revealing how one sip of Almarai Flavoured Milk can transform an ordinary moment.
Each film opens on an everyday moment that appears completely normal. As the camera pulls back, we discover the person and their entire world are upside down, revealing how one sip of Almarai Flavoured Milk can transform an ordinary moment.
ART DIRECTION
The visual language plays with perspective and gravity. Characters are framed normally at first, then revealed in surreal upside down environments, surrounded by milk and flavour ingredients. Each flavour creates its own playful world while the pack remains the trigger for the transformation.
The visual language plays with perspective and gravity. Characters are framed normally at first, then revealed in surreal upside down environments, surrounded by milk and flavour ingredients. Each flavour creates its own playful world while the pack remains the trigger for the transformation.
Credits:
Agency: VML Riyadh
Client: Almarai
Head of design / Creative: Shine KM
ACD / Copywriter: Manuel Kurkjian
Senior Art Director: Ahmed Mostafa
The Film
The Key Visuals
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