MINIMELTS ICECREAM

Minimelts Launch – WADDY! Bringing Minimelts to Egypt for the first time, we needed to grab Gen Z’s attention, not just with ice cream, but with an experience that felt fresh, fun, and undeniably theirs. Being a Gen Z creative myself, I knew exactly what would click. Our challenge? Visually explain the product’s uniqueness while creating a jingle that’s an instant earworm. Enter “WADDY!” a slang word in Egypt that means “Go for it!” It was the perfect fit for a generation that’s all about trying new things. But we didn’t just talk about bold choices, we made one. In 2023, we took a leap of faith and used Artificial Intelligence in post-production for the VFX, a first for this kind of campaign. Just like our audience, we decided to GO FOR IT! 🚀🍦