CHATEAU KSARA “EVERY BOTTLE TELLS A STORY”
Brand | CHATEAU KSARA |
Product/Service | WINE |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Best Use of Ambient Media: Small Scale |
Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
Advertising Agency: | LEO BURNETT BEIRUT, LEBANON |
Media Placement: | STARCOM MEDIAVEST GROUP Beirut, LEBANON |
Credits |
Results and Effectiveness
The level of people’s engagement around the campaign was very high which contributed to unprecedented business growth since the start of Chateau Ksara brand communication: Sales were boosted by 23% (“Chateau Ksara best year” according to Me Charles Ghostine – General Manager.)
Creative Execution
The agency spread corks with stories written on them, randomly on the bar and tables in several trendy pubs and restaurants. People were inspired and engaged to order Ksara wine and write their own stories on the cork in remembrance of the moment they shared.
Insights, Strategy and the Idea
Leo Burnett Beirut’s challenge was to communicate Chateau Ksara through a contemporary and modern campaign, which appeals to the younger (18+), more dynamic and more curious wine lovers that are growing by the day and shifting to wine drinking v/s other alcoholic drinks.
Our target being less exposed to traditional media, the agency created an unconventional media, to narrate everyday’s wine stories. Ksara’s cork – symbol of the brand – became thus a witness, a keeper of little secrets and a written proof of memories.
Credits
Farid Chehab |
Leo Burnett Beirut |
Cco |
Bechara Mouzannar |
Leo Burnett Beirut |
Executive Creative Director |
Bechara Mouzannar |
Leo Burnett Beirut |
Creative Director |
Ghida Younes |
Leo Burnett Beirut |
Creative Director |
Rana Khoury |
Leo Burnett Beirut |
Copywriter |
Yasmina Baz |
Leo Burnett Beirut |
Art Director |
Natasha Maasri |
Leo Burnett Beirut |
Art Director |
Reem Kotob |
Leo Burnett Beirut |
Art Director |
Krystel Hoche |
Leo Burnett Beirut |
Art Director |
Manal Nagi |
Leo Burnett Beirut |
Associate Creative Director |
Joumana Ibrahim |
Leo Burnett Beirut |
Art Director |
Jessy Stephan |
Leo Burnett Beirut |
Art Director |
Maria Ghazaoui |
Leo Burnett Beirut |
Junior Art Director |
Carol Isabella Hanna |
Leo Burnett Beirut |
Regional Communication Director |
Elie Ghossein |
Leo Burnett Beirut |
Communication Supervisor |
Starcom Mediavest Group |
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