TASK
Reintroduce Almarai Tin Cheese with its new, enhanced recipe and change perceptions of the old formula.
Build preference around its softer, creamier texture and 100% cheese recipe.
Make people experience the improvement, not just hear about it.
Reintroduce Almarai Tin Cheese with its new, enhanced recipe and change perceptions of the old formula.
Build preference around its softer, creamier texture and 100% cheese recipe.
Make people experience the improvement, not just hear about it.
OBSERVATION
We do not experience great food through taste alone. We see it, smell it, hear it, feel its texture and finally taste it.
We do not experience great food through taste alone. We see it, smell it, hear it, feel its texture and finally taste it.
INSIGHT
The best food starts tempting you before the first bite.
The best food starts tempting you before the first bite.
BIG IDEA
Cheese It Up
EXECUTION
The film takes the new Almarai Tin Cheese through the five senses, using sight, sound, smell, touch and taste to dramatize its softer, creamier and more indulgent experience.
The film takes the new Almarai Tin Cheese through the five senses, using sight, sound, smell, touch and taste to dramatize its softer, creamier and more indulgent experience.
ART DIRECTION
Each sense becomes its own visual moment through macro food shots, melting and shredding textures, playful sound design and bold Arabic typography. The bright Almarai palette keeps the film graphic and energetic while the sensory close ups make the new recipe feel almost tangible.
Each sense becomes its own visual moment through macro food shots, melting and shredding textures, playful sound design and bold Arabic typography. The bright Almarai palette keeps the film graphic and energetic while the sensory close ups make the new recipe feel almost tangible.
Credits:
Agency: VML Riyadh
Client: Almarai
Head of design / Creative: Shine KM
Senior Art Director: Ahmed Mostafa
Copywriter: Rania Albader
Production House: Dreambox Films
The Film
The Key Visuals
Another direction was presented (not selected / draft).
