EDITA

Client: Edita Food Industries
Role: Concept and Copy

Ahead of its IPO, Edita needed Egypt to see the scale of its snack empire. We built a film inspired by Charlie and the Chocolate Factory: a new employee gets lost in the Edita plant and goes on a magical journey where every icon, and product—Molto, Todo, Bake, more—comes to life. I worked on the concept and script, uniting all mascots and tag lines from the company’s separate agencies into one story that said ”Edita: the sweeter half of life”

Impact
• Retail shares oversubscribed more than fourfold.

• Institutional book 13 times covered.

• Stock opened 13 percent up on debut, making it Egypt’s biggest IPO since 2011.