First Mills, a Saudi born and bred company, wanted to launch its range of flour products. Players in the market weren't of Saudi origins and Al Oula was the only 100% Saudi product, so we played on a popular Arabic proverb, "kneaded it and baked it." While the proverb could be understood in the context of dough, it is commonly used to indicate one's knowledge and expertise of a specific place or subject.
Our film takes us from one insightful occasion to another, transitioning through cinnamon sticks, cups and other objects commonly found at home to narrate our story and expertise in an entertaining way.
Film advertisement created by MullenLowe Mena, United Arab Emirates for First Mills, within the category: Food.
Credits
Advertising Agency MullenLowe MENA
Creative Director: Michael Habib, Karim Zein
Copy Writer: Seham Moustafa, Ali Alzabadani
Account Manager: Khaled Kanoon
Agency Producer: Maria Mouawad, Maarouf Bikdache
Production House: Truffle
Creative Service Director: Mounir Mohamad
ECD: Paul Banham
MD: Mathew Butterworth
CEO: Mouneer Harfouch
Production
Executive producers: Cynthia Chammas, Michel Abou Zeid
Director: Paul Butterworth
DOP: Tim Fok
Producer: Alyne Kabboul
Art director: Tamo Chavchanidze
Wardrobe stylist: Joyce Saadeh
Production Coordinator: Jessica Saadeh
Service Production House: Bmrng Films
Post production producer: Mary Bou Akl
VFX: Eighty4 Barcelona
Colorist: Xavi Santolaya
Editor: Hettie Griffiths
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