NOOCO x BRAND BUILDER L3AAALAM CAN WAIT

BRAND BUILDER X NOOCO – L'3AALAM CAN WAIT from Brand Builder MA on Vimeo.

Launching a brand is like opening a new chapter in a book – exciting, yet challenging. But when the vision is clear, the journey becomes clearer. With a bold ambition to blend Moroccan essence with global excellence, Nooco, a Moroccan chocolate brand, stepped into the spotlight.

From the start, Nooco aimed high, aspiring to rival international giants with its range of high quality chocolate products crafted from the finest ingredients and still at a very affordable price. This ambition is backed up with many of the brand’s strengths that differentiate it from other brands and make it really special. What sets Nooco apart isn’t just its quality; it’s the essence of being « Proudly Moroccan. »

Before diving into the heart of our campaign, let’s set the stage with the genesis of « l3AAALAM CAN WAIT. »

Millennials see snacks as hunger busters, small meals, or simply « I need something sweet, » focusing on the functionality of the product. On the other hand, Gen Z has a completely different perspective: for them, snacks are more about moments, « me-time. »
Therefore, the intention behind consuming snacks is not functional but emotional. « Me-time » is of paramount importance, as Nasr, our senior graphic designer, loves to state « Later, it’s a future me problem. »

And who better to champion this cause than Achraf Hakimi, a Moroccan star shining bright on the global stage? His alignment with Nooco’s values makes him the perfect ambassador, embodying Moroccan pride with international flair.

Now, picture this: a very dynamic film that keeps you on the edge of your seat. As the world searches for Hakimi, he mysteriously disappears, only to reappear indulging in Nooco’s delicious chocolates. It’s a moment of pure joy, reminding us that sometimes, it’s okay to make the world wait for you.

Our partnership with Hakimi not only amplifies our message but also adds depth to the concept of « me-time. » If Hakimi, amidst his hectic schedule, can prioritize self-indulgence, so can everyone else.

The campaign was shot in France with a reduced team, it was an occasion for us to expand and work with different production agencies and while taking our product abroad and make our star consume a Moroccan product in another country!

But our campaign didn’t stop there. We took to the streets with impressive Out-of-Home (OOH) displays, ensuring maximum visibility and raising awareness at every corner. With an idea this strong, we needed a visual identity to enhance the effect! That’s why we decided to paint the town yellow, a very bold direction, IN YOUR FACE! Our chocolate is always presented in an impressive way to show how generous is the product and shed light to the indulgence it brings to the consumers

We needed everyone to know that l3aaalam can wait! No matter where you are, no matter what you do, trust us, l3alam can wait, take time for yourself and enjoy a good chocolate!

In essence, our campaign isn’t just about chocolate; it’s about celebrating the art of slowing down and savoring life’s little pleasures. So, the next time you feel the urge to rush, remember: « l3aalam can wait. »