For ages, the women who took the lead, making the first step towards a man they’ve liked, were under scrutiny. They risked rejection, social judgment, harsh labels and the associated aftermath’s feelings. However, “What if everything could get better, instead of worse” pushed generations of women around the world be honest with their souls and be brave about their emotions, whatever the consequences. What about the Middle Eastern conventions? Things are changing and the most receptive brands are capturing the vibe and share it in plain sight, in the region’s delicate, tone down key when it comes to the matters of the heart. Raffaello Middle East is among them. The brand has become the first confectionery maker to propose a new narrative in the social relation dance, where the rules are pretty much set for ages. In the “The Love Story” campaign, signed by Grey MENA, the chocolate praline from Ferrero becomes a way to share love and challenges millennia old clichés about the courtship ritual. Raffaello delicately invites women in the region to ask themselves if they would follow their heart, take the lead and speak up in a refined & somehow light way about their feelings, through a praline’s sweet alphabet. In the commercial, a young woman falls in love at first sight, follows her heart and sends coded messages to the one she likes using the praline’s protective paper. “Your heart can lead you to amazing places. You just have to listen.” is the spirit of the ad that puts into the light a topic of interest – the mentality dynamics in the modern arab world, when it comes to women and their expression palette.
Executive creative director: Vidya Manmohan
Associate creative director: Omaima Saad
Copywriter: Athina Afton
Art director: Khaled Ibrahim
Account director: Sonal Chaddha
Account executive: Justine Dib
Digital planner: Ayla Demoraes