2013 Winners & Shortlists

CREST SPREAD THE SMILE

BrandPROCTER & GAMBLE
Product/ServiceCREST
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryINTEGRATED CAMPAIGN LED BY INTERACTIVE
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Brief Explanation

Starting with two universal truths: (i) Smiles are contagious, (ii) Smile and the world smiles back, we created a social smile platform (Spread the Smile with Crest) where people share and pass-on smiles through videos, photos, and stories. The Facebook application generated crowd-sourced content, with support from TV, outdoor LED billboards, radio shows, online banners, community management, blogger competition, in-store activations and a cinema stunt. Engagement was incredible, with over 628,000 unique visitors, 17,555,012 hits, and 00:04:45 spent on average. Of the 60,000+ new fans, over half were recruited organically because of the competition mechanics and not through paid media.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Sarah Sakr Leo Comm Communication Director
Samer Shoueiry Leo Burnett Beirut Head Of Digital
Jad Jureidini Leo Burnett Beirut Communication Director
Philippe Araman Leo Burnett Beirut Digital Strategist
Roula Haddad Leo Burnett Beirut Social Media Analyst
Raissa Batakji Leo Comm Copywriter
Links
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