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Group745
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Creative in association withGear Seven
Group745
First Mills Travels to the Heart of Saudi Kitchens for Flour Range Launch
06/04/2022
Group745
Advertising Agency
Dubai, United Arab Emirates
320
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MullenLowe MENA film transitions through the kitchen to capture the feel of home baking
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First Mills, a Saudi born and bred company, wanted to launch its range of flour products. Players in the market weren't of Saudi origins and Al Oula was the only 100% Saudi product, so MullenLowe MENA played on a popular Arabic proverb, ‘kneaded it and baked it.’ While the proverb could be understood in the context of dough, it is commonly used to indicate one's knowledge and expertise of a specific place or subject.

MullenLowe MENA’s film takes us from one insightful occasion to another, transitioning through cinnamon sticks, cups and other objects commonly found at home to narrate the story and expertise in an entertaining way.

Credits
Agency / Creative
Production
Production Service
Post Production / VFX
Editorial
Work from MullenLowe Dubai
Group745
1 Billion Meals
The Mohammed Bin Rashid AL Maktoum Global Initiatives
03/05/2022
9
0
Group745
Baked in Saudi Arabia
First Mills
06/04/2022
61
0
Group745
Protectset Video
Mobily
22/08/2021
11
0
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