2010 Winners & Shortlists

SKI

BrandCHÂTEAU MUSAR
Product/ServiceRED WINE
EntrantHORIZON DRAFTFCB Beirut, LEBANON
CategoryBest Use of Standard Outdoor
Entrant Company:HORIZON DRAFTFCB Beirut, LEBANON
Advertising Agency:HORIZON DRAFTFCB Beirut, LEBANON
Media Placement:BRAND CONNECTION Beirut, LEBANON

Credits

Results and Effectiveness

The campaign not only generated a considerable word of mouth, but also had a positive impact on the consumers due to its genuine nature to which they can identify themselves. Moreover, Château Musar's market share increased by 2%.

Creative Execution

• We extended the actual pole of the unipole to the visual to make it look like the pole of a chair lift, while the wine glasses hang from the cables, as do the T-bar ski tows. Moreover, in order to be of great relevance to the consumer, the location was selected accordingly: the main road that leads to major ski resorts. • Château Musar's 'La vie. Le vin.' (Life inspires wine) campaign was launched through a series of visuals that established a subtle correlation between Life and Wine, but also through TV, press and radio.

Insights, Strategy and the Idea

• The core aim was to emphasize the brand's presence and increasing sales. • Targeting a wide range of consumers, men and women alike, the age span was wide. • Red wine consumption is often associated to the winter season. • Skiing is very popular and surely the trendiest winter sport in Lebanon, for both residents and vacationers.

Credits

Name Company Role
Alain Hochar Horizon Draftfcb Regional Creative Director
Nicol Richa Horizon Draftfcb Senior Art Director
Maria Moghaizel Horizon Draftfcb Senior Graphic Designer
Aline Baddour Horizon Draftfcb Senior Account Manager
Zeina Saab Horizon Draftfcb Senior Account Executive
Fouad Sabbagh Brand Connection Head Of Planning
Fadia Abou Jawdeh Brand Connection Media Planner
Jad Khoury Printworks General Manager
Chadi Sawaya Printworks Digital Printing Division Manager