Candia UHT Milk: New Helicap

Challenge

Candia Milk needed to inform the public about their new innovative opening system being the first dairy Lebanese company using the Helicap opening. However, the campaign must answer a principal need: practicality, alongside quality and taste.

Idea

This multi-visual campaign highlights a smart play on words in Lebanese jargon "Barmeh wehde bitkaffeh". The art direction is dynamic, healthy, active and sporty with a fresh approach and a natural setup. Catchy below the line adaptations complemented the campaign inside the supermarket. As a tactical approach, we created the “Einstein Kid” ad for Candia Milk that featured a brainy Einstein look-alike kid with the catchy tagline “Building Brains”. Instant reaction among the people was uniformly positive which Earned Spirit Beirut a Pikasso Award 2013.