2014 Winners & Shortlists

RAASUK DIVERSION

BrandMASHROU' LEILA
Product/ServiceMUSIC
EntrantLEO BURNETT BEIRUT, LEBANON
CategorySocial Media
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Results and Effectiveness

Almost a month after its release the video earned over 100,000 views. It has also scored 4,310 likes across YouTube and Facebook, 725 comments and over 280 shares to this date. But our reach was not limited to social media; the campaign has received an outstanding $740,000 in earned media across local and international media. Among the notable international sources are The BBC, Vanity Fair, The Guardian, and TĂȘtu. The biggest achievement of the campaign is not just quantitative: the campaign acted as an alarm, awakening the apathetic Middle Eastern youth that is saturated by the mainstream and disappointed by an aborted Arab Spring.

Creative Execution

Although music videos are the exemplary form of branded content, we made sure to engage people across the Middle East with a conversation that would spark ongoing debates about what the video represented to them. We released the video on YouTube exclusively since social media was at the very heart of the audience we wanted to reach.

Insights, Strategy and the Idea

In a time of turmoil in the Middle East, the voice of the youth is overshadowed by mainstream occupations, namely Arabic music which acts as a diversion rather than an expression. Meanwhile, Mashrou’ Leila, an independent Lebanese Band, asked us to promote their third album Raasuk (They made you dance). We selected a political track titled Lil Watan (For the Country) that discusses how we are distracted from changing the country by the mainstream conversation, and we created a video that is in itself a diversion from the lyrics, focusing on a sensual dancer.

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
Charbel Sawan Leo Burnett Beirut Art Director
Emma Mouradian Leo Burnett Beirut Art Director
Wissam Debss Leo Burnett Beirut Digital Art Digital
Nada Abi Saleh Leo Burnett Beirut Deputy Managing Director
May Chaker Leo Burnett Beirut Account Executive