DDB started planning for the campaign at the beginning of 2010.  DDB is announcing that MO’MEN is in a new look and MO’MEN’s brand revamped itself inside out.

Since MO’MEN has been in the market for 22 years; the campaign’s main objective was to introduce MO’MEN’s new modern look and to change perception by stressing that it has expanded its brand as well as opening a new branch in Malaysia and there are other branches in many other countries.

The campaign consists of 4 phases; attitude, expansion, product and heritage. They will run throughout this year. DDB started by planning an outdoor campaign. Billboards were located all over Cairo and lasted for 3 months. Then they were working on the creative since March.

The 1st phase is attitude copies. Attitude of a successful brand has a point of view, and a sense of confidence. It is different and bold. The new MO’MEN will have its image uplifted and will engage to its customers. This phase lasted  for 10 days.

TV copies take us back to the old days of advertising. Its simplicity is an art. DDB used the same format and they even got the VO artists that were doing the ads in the past. They celebrate the fact that they are still here in the market and their customers are loyal.
 
When it comes to MO’MEN; real food is their expertise, and their core is competence. As the copies stress on
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The creative team was creative director Mohamed Wasfy, associate creative director Muhammed Salah, art director Wael Azzam, and copywriter Mostafa Helmy.

The production/ post-production team was Head of Production Mahmoud Khattab, senior editor Mohamed El Sayed, director Ahmed Nader Galal, D.O.P Gamal El Boshy, TELECINE Bekir, Mohamed Media, cheif editor Tarek Rashed,  and sound engineer Samual.

Under supervision DDB agency; DDB GM Rajia Omar, senior account director Tamer Hassan , and account executive Heba El Gabaly.

DDB will reveal more concerning MO’MEN soon!