Cannes Lions
ELEPHANT, Cairo / HARVEST FOODS / 2011
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In egypt, Halva is associated with prison. it is the most common food for inmates. in films as well as tv series, inmates are always shown eating Halva. When visiting someone in prison you usually bring them bread and halva. to say 'we ate bread and halva together' is to say 'we spent time together'. Sadly, no brand has ever used this insight.
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