Nawaem, The Evil Eye Crumbler

Agency: KickAds

It's all fun and games until, the envious co-worker spots a picture of his colleague's beautiful daughter. Nawaem comes to the rescue! The cookie appears in the father's baby picture, taking the evil eye away from the innocent little girl.. Nawaem crumbles to spare you the evil eye.

Consumers unanimously considered “ C R U M B L E S “ a flaw in their favorite biscuit since childhood. We turned the crumbling into the USP, by making it the evil eye catcher. Nawaem catches the evil eye & crumbles

Nawaem spares you the evil eye everyday.. The cookie crumbles for you

Nawaem spares you the evil eye everyday.. The cookie crumbles for you

Extending the crumbling cookie into engaging social media content.


Nawaem was the Mohamed Ali of its time, before going into hibernation for 3 decades. Younger mighty brands overtook Nawaem’s title, top of mind & loyalty. Nawaem needed to push its way through those younger heavyweights & regain its title as a market leader in confectionary.
The crumbling cookie, Nawaem’s infamous imperfection coupled with its signature five rings, qualified it to play a role, rooted in Egyptian culture. Nawaem returned to its fans as the
“Evil Eye Crumbler”

This professional campaign titled 'Nawaem, The Evil Eye Crumbler' was published in Egypt in January, 2020. It was created for the brand: Nawaem, by ad agency: KickAds. This Integrated medium campaign is related to the Confectionery, Snacks industry and contains 5 media assets. It was submitted 3 months ago by IDEAS worth MILLIONS: KickAds of Creative Agency.


Advertising Agency: KickAds
Creative Director: Yaz Ghon
Account Director: Farah Khaled

Production House: Marionette
Executive Producer: Karim Khodeir
Director: Yaz Ghon
DOP: Fawzi Darwish


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