2012 Winners & Shortlists

Results and Effectiveness

The campaign reached more than 2,500,000 people (more than half of the Lebanese population), sales increased by 28.8% in key areas. Abu Nazih was spoofed by leading comedy show and referenced by the country's top cartoonist. A parliament deputy even used Café Super Brasil to make a point about “reading the fate of the country". 10000 visitors had their fortune read and 3500 thumbprints were collected in less than 4 days including those of top celebrities. The act was on TV stations and blogs, a Facebook page followed the progress on location and linked the brand fans to the event, to make their positive wish online.

Creative Execution

We created a character, a butler in the government headquarters who has access to all the ministers' coffee cups. Abu Nazih became the Lebanese people's guide to predicting the future. The campaign ran on TV & online a few weeks before the government crisis was resolved. When a new government was formed the fate of Lebanon was still not clear. So we regularly picked up news headlines and decisions made by the new government to create parodies on radio spots. Following the buzz, we wanted to build an interactive installation that puts the fate of the country in people’s hands. On New Year’s, people make personal wishes for the coming year, so the CSB activation purpose was to invite the Lebanese society to make one united wish: a bright destiny for their country. To push the cause further, inspirational Lebanese figures and celebrities participated in sharing a positive wish on our stand.

Insights, Strategy and the Idea

Cafe Super Brasil wanted to build awareness around their coffee brand in the popular areas. Lebanese coffee is the most popular social experience that follows a certain ritual. After you finish drinking your coffee, tradition says that the cup should be turned over to let it drain and dry, then you can read your fate in the coffee residue. A good coffee cup fortune teller interprets the forms created by the residue using a special terminology; this can be interpreted differently depending on what the fortune teller sees in the cup. On another note, the Lebanese people’s fortune was uncertain, by July 13, 2011, Lebanon had been without a government for almost 9 months because of political disputes.