The idea behind the campaign was that Mimix is the candy of visualization /hallucination.
The strategy behind it came from focus groups conducted which showed moments people had with candy, one of the most common moments was that teenagers consumed candy as if it was drugs and pretended to get high.
Mimix is the candy that gives you the sugar rush you need to get your imagination to go wild. The TV copies showed normal situations that happen in our everyday lives but are seen differently by those consuming Mimix.
Client: Edita - Mimix
Agency: FP7 Egypt
Creative Director: Hisham Kharma
Associate Creative Director: Montasser Khalil
Copywriter: Omar Ahwani
Art Director: Fady Youssef