Global Brand Strategist

Executive Creative Director

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Gamification Expert

Michalis Moulakis

How ToMake Content Count

in FMCG Advertising

EFFECTIVE/CREATIVE

The following slides present a few highlights of my advertising work in various Fast Moving Consumer

Goods categories. Every ad you are about to see has been awarded

either for its creativity or its commercial effectiveness.

Sometimes, for both.

BEAUTY & PERSONAL CARE

“HAIR POWER” SOLGAR Skin, Nails, and Hair tablets Print Ad

EFFIE Award following sales increase of 46%

Ambient Media for DOVE Pro-Age Cream and Cream Oil Shower

No Dove/Dove mirror “Clear Difference” Dove pouch bag “Wrinkles, be gone!”

Silk-lined shopping cart handle “The touch of Dove”

MILK & DAIRY PRODUCTS

Delta Daily Milk Print Ad Series 1/3

Delta Daily Milk Print Ad Series 2/3

Delta Daily Milk Print Ad Series 3/3

EFFIE Award following market share increase of 28%

“A TASTE OF NATURE” Print Ad for FAGE Yoghurt

Honorary Distinction at Ogilvy Truffles EAME

CONSUMER HEALTH

“A LIGHTER YOU” SOLGAR Weight loss tablets Print Ad

EFFIE Award for sales increase of 577,90%

HOME CARE

Sanitas “Protecting All That’s Precious” film, Ermis Silver Award winner

(To watch, search “SANITAS Sparrow” on YouTube)

PACKAGED FOOD

Brio Soft Olive Oil Margarine 10’ film “Win big on taste, Win big on health”

Ist Prize winner FOOD&DRINK Category 10th Hellenic Advertising Festival

(To watch, search “Φυλλαράκια και ελιές 1” on YouTube)

ALCOHOLIC BEVERAGES

Strofilia Wine “Grapes” print ad series of 2, Ermis Bronze Award winner FOOD&DRINK Category

“Adults Only” Poster for Mythos Beer sponsorship of the Athens Cult Film Festival

EPICA Awards shortlist

SOFT DRINKS

“STAY IN SHAPE ”Ambient Media with real vending machines and Outdoor Poster proposals for Perrier

On the Perrier account, I worked closely with Ogilvy Paris for ads designed specifically for the Greek market.Sales increased by 20% both in 2006 and 2007 following ongoing television, radio, and outdoor advertising campaign.

CHOCOLATE & SWEETS

Specialty corporate gift for UpstreamChocolate Box cover design, 2012

“EFFIE WIN” Print Ad commemorating Lacta Chocolates Effie Award win for CSR Campaign

Thank you for watching.

So far, from both a creative and a stragegic standpoint, the FMCG accounts I have

worked for include:

KRAFT, UNILEVER, NESTLE, P&G, COCA COLA, PEPSICO, and DIAGEO.

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