La Poire Mouled Campaign: Reviving A Culture

Advertising Campaign, Momentum Egypt, 2017

Winner of 4 awards at the MENA Cristal Festival: Grand Cristal (Arab Culture), Gold (Food Category), Bronze (Promo & Direct), and Bronze (Design Category).

El Mouled is a celebration of the birth of Prophet Muhammad and is widely celebrated by Muslim communities around the world. In Egypt, it is a festive occasion where pastry shops display traditional sweets, with queues of Egyptian families buying boxes of them, and shops being colourfully decorated.

La Poire’s (one of the most popular pastry shops in Egypt) Mouled campaign of 2017 was inspired from the colourful and unique Folk Culture in Egypt. It features modernized illustrations of the Mouled Doll, horse and the Hamsa hand - all icons of Mouled in Egyptian Folk culture.

Graphic Designer: Habiba Elgendy
Copywriter: Ali Samaha
Senior Art Director: Ahmad Mosaad
Creative Director: Meryl Elafifi

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