Summary

Concept:

 In Egyptian culture, Kahk is more than a sweet, it’s a symbol of celebration, warmth, and togetherness. But for students? That same circular shape carries a bitter twist: it looks like a zero.

the mark of failure on an exam sheet.

This campaign plays with that duality. Because when grades drop, even Kahk loses its flavor.

Until Mr. Mohamed Salah steps in.

Execution:

The execution shows up the trauma of the word, when it’s heard in variant situations, and the student each time remembers the zeros, and can’t enjoy the kahk happiness vibes, until Mr.Mohamed salah steps in, and the focus returns, that with him you will forget about the zeros thing.