21-05-2025
Social Clinic brews laughs for latest KAFY campaign
To launch KAFY, a new coffee company, in Saudi Arabia, Social Clinic took the funny route to appeal to millenials within the market.
To support the brand's strategy of connecting with younger audiences and celebrating local roots, the creative agency said the campaign's approach is rooted in humour and community.
The spot ditches polished coffee clichés to deliver the core message that: Kafy has the power to keep you in a good mood, no matter what.
'With KAFY, we wanted to brew a fresh and fun coffee ad. Instead of following the usual ad-making process, we gave our team the freedom to create, direct, and produce something they truly believe in,' said Mohammad Al-Ayoubi, Managing Director, Social Clinic.
This was reflected with a narrative that follows a hilariously chaotic scenario where over 5,000 unexpected winners storm the CEO's office after an online competition blunder. Amid potential lawsuits and riot-level anger, the CEO remains calm and cool, because of his KAFY coffee.
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Social Clinic also claims to have spot's set design visually support the comedic tropes of the ad. The retro clothing, 80s accessories and old-fashioned computer system was strategically designed to create a nostalgic yet contemporary feel.
'Adham Abbas, our talented Senior Art Director and the Ad's director, brought it all together into a bold, funny, and culturally relevant commercial,' said Al-Ayoubi.
The agency claims that the response to the launch has been nothing short of impactful. 'Our comedic ad has resonated strongly online, sparking memes and laughter across social media. Users are buzzing, sharing the ad and embracing its central message: the almost magical, mood-boosting power of KAFY,' Al-Ayoubi added.
He also said the brand's tagline, 'Kafy is the solution to all problems,' has gained positive feedback, with comments like, 'This is the best ad I've seen in a while,' fueling user-generated content and amplifying the campaign's reach.
Ultimately, the launch ad for KAFY aims to be more than just an ad, but also a lighthearted and memorable experience.
Credits:
Client: KAFY
Mohammed Farsi, Co-Founder
Creative agency: Social Clinic
Rayyan Jamjoom, CEO
Mohamad El Ayoubi, Managing Director
Shawkat Al Nuaimi, Head of Creative and Production
Mohamad Hamada, Creative Director
Adham Abbas, Senior Art Director
Riem Al Azem, Client Services Director
Mona Missaoui, Senior Account Manager
Joury Badr, Account Executive
Production house: BIGZ
Adham Abbas, Director
