First Mills Movie Advert By MullenLowe Mena: Baked in Saudi



First Mills, a Saudi born and bred firm, wished to launch its vary of flour merchandise. Gamers available in the market weren’t of Saudi origins and Al Oula was the one 100% Saudi product, so we performed on a well-liked Arabic proverb, “kneaded it and baked it.” Whereas the proverb may very well be understood within the context of dough, it’s generally used to point one’s data and experience of a particular place or topic.

Our movie takes us from one insightful event to a different, transitioning via cinnamon sticks, cups and different objects generally discovered at dwelling to relate our story and experience in an entertaining method.