Edita / Egypt / 2024Film
Molto King: King of All Moltos.
A mockumentary about making the biggest show on earth for the launch of the biggest Molto croissant yet, told by four film stars playing themselves.
- Brand
- Edita
- Agency
- Abdullah & Shokri
- Market
- Egypt
- Region
- MENA
- Year
- 2024
The challenge
Molto leads Egypt's croissant snack category, and each new launch raises expectations of bigger stars and bigger production. Edita's biggest Molto ever needed an ad that felt bigger still.
The idea
Abdullah & Shokri wrote a meta behind-the-scenes film that follows the stars and an anxious director through the struggles of staging the show, without ever showing the show itself. Ali Ali of Good People Films directed.
Results
- 150 million+ reach across social platforms, according to the Dubai Lynx entry
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Film Craft – CastingSilver
Credits
- Creative agency
- Abdullah & Shokri
- Production
- Good People Films
- Additional company
- Edita Food Industries
- Director, Good People Films
- Ali Ali
- CEO, Good People Films
- Khaled Zaki
- Creative Director, Abdullah & Shokri
- Mahmoud Shokri
- Creative Director, Abdullah & Shokri
- Abdullah Fareed
- Producer, Good People Films
- Nour Abdelatif
- Editor, Barber Shop
- Amr Rabeaa
- Colorist, Lzrd
- Karim Mira
- Post Production, Good People Films
- Hussein Aziz
