Nahom G Kidanu — Creative Director & DesignerNAHOM GKidanu

The challenge — To create a Christmas commercial that would bring the brand back into conversation, and make a TVC socially relevant enough to spread through social media.

The approach — The reveal of Father Christmas. The tale goes that behind the cloak — the Kabba — lies a weapon, used to ward off dangers met on a journey of peace. We showed the Kabba now off, a callback to the war going on in the country, and called for all Father Christmases to put their Kabbas back on and shield their weapons.

The challenge — To follow the yearly global Sharing the Goodness campaign — calm, emotional, about caring and giving — and merge it with the ongoing WezWez campaign, which is fast, energetic and built on dancing.

The approach — Energetically paying it forward: showing that what you pay forward inevitably comes back to you. The TVC follows a chain of strangers helping each other in daily random acts of kindness, and the chain never stops — it loops every time. On the BTL front the campaign ran a sales-based donation system, giving 10 cents per custom-labelled bottle sold to a hospital.

The challenge — How to reach at least 60% of young Ethiopian women on digital to promote natural beauty through Aura.

The approach — A digital campaign focused on the natural ingredients the product is made of, providing a go-to channel for remedies, tips and support — including Covid Quotes — for the all-natural woman.

The challenge — To create a digital brand presence that resonates with the target demographic and presents Chef Luca as the premium yet affordable pasta brand.

The approach — An evolving campaign transcending over a year: beginning with brand awareness, evolving into the go-to source for locally relevant, Amharic-centred recipes, then into pasta and general cooking tips and cooking with kids.

The challenge — To make bar and nightlife communication that still reads at a glance in a dark, crowded room.

The approach — High-contrast product photography and heavy type, art directed so the bottle and the single line of copy carry the whole frame — cocktail menus, flame visuals and the eight-year lockup.

The challenge — To sell out shows with a single poster in a feed and on a wall.

The approach — A poster series where scale and type hierarchy do the work: artist first, everything else in strict order underneath.