In an increasingly crowded market, the brand faced the challenge of ensuring its cheese quality translated clearly to it’s audiences. As a result, the agency ProAds and director Sherif Mounir Abdelghany crafted a humorous and engaging film campaign to highlight this message. In the film campaign, a customer – who in this case is Samy Maghawry – insists on Avanti cheese while the seller tries to offer a different brand on promotion. The main goal of the campaign was to strengthen customer loyalty and, secondly, to increase brand awareness while highlighting Avanti’s high-quality cheese. Following the initial film, the campaign continued with a series of videos starring Samy Maghawry.