Challenge: Farm Frites' instant fried products are fast and easy-prepared. It takes only 4 mins to be ready-to-munch. The surveys showed that customers take a long time preparing their fried meal; believing that they can't fry the products directly from the freezer.
Creative: This campaign is directed to Egyptian consumers using the slang word "fakka" and the elements associated with the word. Which means in this case "unfreezing".
Art Direction: We picked a colorful art direction to cling the thumb and steal a glance on the rapidly-scrolled social media feeds. Moreover, the script and art direction tackled an awareness campaign in an insightful light video by using Egyptian Slang to relate to the product and unfreezing process.