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Kraft's OOH splash in Dubai for new Cheddar Cheese

By VJ Media Bureau - August 06, 2013

The campaign created by Encyclomedia Global was executed in Dubai across formats such as Bus Wraps and others to create buzz around Kraft's New'Easy To Open' Cheddar Cheese Tin

This campaign to promote Kraft's new'Easy To Open Cheddar Cheese Tin' was executed in Dubai by Encyclomedia for a month in July. The brand brief to Encyclomedia was to increase the awareness of their newly launched Cheddar Cheese Tin and highlight the fact that the'New Can Is Easy To Open'.  This was to be a communication splash on different formats, including bus wraps. The challenge for the creative team was to design each creative so as to be in sync with the brief and also make sure that it was relevant to the different mediums and the brand promotion.
The team thus arrived at creatives that were tailor made to suit the medium. For example, on a bus wrap they incorporated'NEW ARRIVAL' both at the front and rear end of the bus and made sure that the same was maintained at eye-level, so that the commuter or passerby could easily register the message, whereas on a static medium' Giganto' (4229cm by 746cm) they utilized the design of the structure in the creative to showcase the top part of the tin by highlighting the'Ease Of Opening The Tin' and using Cheddar Cheese.
According to Encyclomedia, the campaign acted as a catalyst in generating buzz across the city of Dubai, which resulted in the increase of both sales and footfalls.

Advertising Agency: Encyclomedia Global, Dubai.
Agency website:
Director: Mukesh Manik
Creative Director: Tony Graver

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