2014 Winners & Shortlists


CategoryDigital Media in a Direct Campaign
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON

The Brief

With the clutter of Valentine's advertising filling the media, we needed to find the right communication that would cut through it all. Being a jewellery brand, Mukhi Sisters already has a set target of young-minded female clientele, but especially during Valentine's that target expands to include the men in their lives who would be buying them gifts. The strategy of the campaign was to put the brand in the hands of as many people as possible in a way that would appeal to both genders and retain Mukhi Sisters' young, fresh attitude.

Creative Execution

The app both in its concept and as a medium perfectly reflected the Mukhi Sisters' brand personality of being unconventional and fresh-minded. In the clutter of messages from other jewelry brands during Valentine's, the app was able to remind customers of the brand and what it stands for. In its functionality, the app gave users the option of viewing the jewelry with every submission, so therefore encouraged them to put in more submissions to see more jewelry, both increasing exposure of the actual product as well as time spent on the app.

Describe the creative solution to the brief/objective.

To target both men and women during Valentine's we created a mobile application to highlight their differences...in order to bring them together. Love Translator is a Female-English translator helping men understand the difference between what a woman says and what she means. By making it an app, we aimed to have the brand represented on the phones of thousands of potential clients, who if they were interested in the app, we knew would there be interested in the brand. So instead of directly choosing our target, we let the app choose the target for us.


In one week, the app was downloaded over 6000 times. Love Translator is ranked No.1 most downloaded Utilities app on the Lebanese App Store and is the only Lebanese app to be in the top 10 apps overall. It has also ranked in the top 100 apps downloaded in 12 countries. Being a user-generated app users submitted thousands of suggestions through the app's "suggest" function, tripling the database in a week. Users shared, tweeted and instagrammed about the app, sharing their translation results and helping Mukhi Sisters get directly into the hands of thousands of users around the world.


Name Company Role
Fadi Mroue République Creative Director
Yasmin Murad République Copywriter
Fadi Mroue République Art Director
Yasmin Murad République Copywriter
Maguy Nakad République Account Handler
Ronny Shibley République Lead Developer
Ramin Arnaout République Ios Developer