Saudia Sandwich: The Original Bite of Happiness.
A 30-second film for SADAFCO's Saudia Sandwich ice cream that runs a pair of Saudi twins' lives backwards, from sharing the ice cream as young men to a fist bump in the womb.
- Brand
- Saudia Dairy & Foodstuff Company (SADAFCO)
- Agency
- ROMAN KLIS
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
ROMAN KLIS's brief, on its German case page, was to make Saudi Arabia's number one ice cream brand the consumers' love brand again; the entry adds the aim of presenting the product 'in a youthful and edgy manner that resonates with modern audiences'.
The idea
The film plays real memories of the product in reverse: twins share Saudia Sandwiches on a seafront promenade, then appear as teenagers at a costume party and an arcade, as small boys, then their pregnant mother eats one, and the twins fist-bump in the womb. On-screen lines run 'Being twins is special', 'We are Saudi twins', 'Bonded by the original Saudia Sandwich bite', ending on لقمة السعادة الأصلية ('the original bite of happiness'). ROMAN KLIS, a German brand agency, built the idea on the fist bump, and its case page adds a push to turn Saudi cities yellow, the brand's colour. Purple Brain produced the film, directed by Stefano and Alejandra.
Results
- New brand records for top-of-mind awareness, unaided brand awareness and brand equity within six months of launch, according to ROMAN KLIS, which gives no figures or research source
Case study source: ROMAN KLIS Source ↗
Awards
- MUSE Creative Awards 2025Video - Food & BeveragePlatinum
Credits
- Production
- Purple Brain
- Directors
- Stefano and Alejandra
- VFX
- Chemistry Film
- Mixing and mastering
- Amix Studios
