2013 Winners & Shortlists

Results and Effectiveness

A viral phenomena was unleashed overnight as surprise&fantasy unfolded right before the public’s eye while 1,500 people swarmed the streets forcing the municipality to close the main street&create a diversion to accommodate the incredible crowd! Trident gained 2 point share increase which had never been achieved in the past 3 years&became a brand that now stood for something in the heart&minds of consumers. In just 2 weeks, 30,700 people viewed the viral video on Youtube. 400 people shared 5000 people liked 166 people commented The fanpage reached an average edge rank of 14% vs. a maximum of 16% global rank.

Creative Execution

The creative idea was to turn an ordinary night into an unexpected party extravaganza. An on ground stunt was staged in the heart of Lebanon’s busiest street where two bodyguards literally threw a man out into the middle of the street. A spot light cast the attention on him as he popped a Trident chewing gum into his mouth… no one knew what was about to unfold! Fifty entertainers took the street by storm, dancing, juggling and break dancing, while Graffiti and confetti lit up the street in a 1st ever spontaneous spectacle. The peak of excitement was heightened as the entertainers gathered around the graffiti mural to reveal the Trident brand - A branded truck appeared in a matter of seconds and the entertainers vanished leaving behind a poor man standing star struck, wondering if it was all just a dream.

Insights, Strategy and the Idea

There’s something special about the element of surprise. It starts off with a gasp, then your eyes widen and all of a sudden an unconscious smile takes over your face… you pause for a moment trying to figure out whether you’re in reality, or if it’s a dream; and if it is a dream, you could probably sleep for a couple more hours! Launching a new positioning for a chewing gum is no fun task given that the category itself is lacking in involvement and emotion. Trident was launching a new positioning “Seeing the fun unfold.” Since seeing is believing, we literally had to show the public that simply chewing a Trident gum could unleash feelings of fantasy and surprise when they least expected it.