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First Mills Travels to the Heart of Saudi Kitchens for Flour Range Launch

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MullenLowe MENA film transitions through the kitchen to capture the feel of home baking

First Mills Travels to the Heart of Saudi Kitchens for Flour Range Launch

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.

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Creative Director: Michael Habib / Karim Zein

Copy Writer: Seham Moustafa / Ali Alzabadani

Account Manager: Khaled Kanoon

Agency Producer: Maria Mouawad / Maarouf Bikdache

Production House: Truffle

Creative Service Director: Mounir Mohamad

ECD: Paul Banham

MD: Mathew Butterworth

CEO: Mouneer Harfouch


Executive producers: Cynthia Chammas and Michel Abou Zeid

Director: Paul Butterworth

DOP: Tim Fok

Producer: Alyne Kabboul

Art director: Tamo Chavchanidze

Wardrobe stylist: Joyce Saadeh

Production Coordinator: Jessica Saadeh

Service Production House: Bmrng Films

Post production producer: Mary Bou Akl

VFX: Eighty4 Barcelona

Colorist: Xavi Santolaya

Editor: Hettie Griffiths

Regional GM for CS: Khaled Farid

Genres: Dialogue, People

Categories: Food, Home baking

MullenLowe Dubai, Wed, 06 Apr 2022 09:00:21 GMT