La Poire Mouled Campaign / 2017
reviving a culture
Winner of 4 awards at the MENA Cristal Festival: Grand Cristal for Arab Culture,
Gold for Arab Culture (Food Category), Bronze for Promo & Direct,
and Bronze for Arab Culture (Design Category)
La Poire Mouled Campaign - 2017
Agency: Momentum Egypt
Graphic Designer: Habiba Elgendy
Copywriter: Ali Samaha
Senior Art Director: Ahmad Mosaad
Creative Director: Meryl Elafifi
El Mouled (also known as Al Mawlid Al Nabawi) is a celebration of the birth of Prophet Muhammad (PBUH) and is widely celebrated by Muslim communities around the world. In Egypt, it is a festive occasion where pastry shops display traditional sweets known as “Halawet El Mouled”, 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. Matched with calligraphy inspired from Helmi El Touni's style, the illustrated pieces were created in different compositions used to decorate La Poire's branches across Egypt and its boxes of sweets.
The history behind the Mouled doll was also thoughtfully researched and told in a short animated video that circulated around social media. Illustrated by Habiba Elgendy, animated by Osama El Telbany, and Narrated by Ali Samaha, the video educated people and reminded them of Egypt's unique culture while boosting La Poire's presence in this large market of Mouled sweets.