2013 Winners & Shortlists

RARE SHORT FILMS. NO RERUNS

BrandOUTBOX
Product/ServiceINTERNATIONAL SHORT FILM FESTIVAL
EntrantLEO BURNETT BEIRUT, LEBANON
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

The Campaign

Outbox, the international short film festival, plays rare short films you can’t find anywhere else. The festival has only managed to attract film students so far. We were asked to create a campaign to increase attendance this year & transform Outbox into an event for everyone. The problem is Lebanese are not exposed to short films and the general perception is that short films are more “artsy” than entertaining. So we wanted to make them feel they are missing out on a rare occasion to see something different.

Success of the Campaign

We turned outbox from a small festival into a national event. Outbox received free PR coverage worth $411,262 and free media worth $213,700 (verified by Starcom MediaVest group). Attendance went beyond expectations and increased from 1,000 people to reach 5,000 despite the films showing at the same time as the very popular euro 2012 tournament.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The TVCs showed scenarios caricaturing people who missed out on an extraordinary sighting. We also took the message to one of the most crowded streets in Beirut. When the traffic lights turned red we engaged people with a rare sighting. We also gave people an app to transform their facebook posts into rare sightings. All you have to do is pick a rare sighting you want to show like a pic, video, or statement, set a showing time, and share it on your wall. Friends that caught it on their news feed during the showing time were in for a treat. The ones that missed it, tough luck!

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Samer Shoueiry Leo Burnett Beirut Head Of Digital
Rana Najjar Leo Burnett Beirut Associate Creative Director
Grace Kassab Leo Burnett Beirut Copywriter
Samer Zouehid Leo Burnett Beirut Copywriter
Emma Mouradian Leo Burnett Beirut Art Director