Identifying a key insight through which we can persuade an entire nation to buy our pack was the biggest of challenges. What could a nation creased with political and social divides have in common? Extensive research proved the obvious, all Egyptians were miserable. How could a brand that stood for positivity use that to its advantage? We brought back the Egyptian smile.

Rallying a number focused sales team around an emotional idea that required printing, packing and most importantly distributing 90 unique designs to a nation of 90 million people was a task deemed impossible on the eve before our first presentation. Factory workers were stressing as launch deadlines approached and packs were still being printed by the millions. With intricate details that were retouched and exaggerated in a process that took an average of 8 hours per pack; with art directors and re-touchers pulling all-nighters for an entire month. Not to mention getting approvals on print proofs of 90 different designs in the span of just one week.

The tremendous efforts paid off, to not only answer the insight but to truly bring the brand’s platform to life more than ever before.

With less than one week since the pack launch in the market, the smiling Chipsy bag has become not only an online sensation but it’s become a trend across all generations.

Overnight, Egypt’s streets at large have been bombarded with colorful smiles of Egyptians from all walks of life.

This bombardment was seen online with social media seeing an influx of posts with people “wearing” the Chipsy smiles on their faces.

Not to mention that Chipsy currently has the largest distribution across any brand in Egypt with over 5000 trucks travelling across the entirety of Egypt covering all urban and rural areas, aiming to spread over 5 million packs a day, totaling to 300 million smiles across the campaign span of eight weeks.