2015 Winners & Shortlists

CROWDSTORMING

BrandLEO BURNETT
Product/ServiceADVERTISING AGENCY
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of promotional stunts/live advertising/live shows/concerts & festivals
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

The Lynx Academy is a Leo Burnett initiative during the Lynx Festival of Creativity in Dubai, in which Leo Burnett invites speakers to a lecture booth in order to nurture young students from around the region. The objective of the campaign was to mask the outside of the booth as engaging as the lectures inside it.

Describe how the promotion developed from concept to implementation

True to our belief that inspiration can come from anyone, we used empty canvases to build the outside of our booth. Then, we invited festivalgoers to tweet us their words, thoughts and ideas by using a unique hashtag (#CROWDSTORMING) before 3 urban artists painted their interpretations of people's tweets onto the canvases. Through this campaign, we wanted to delight festivalgoers by bringing their ideas to life and garner wider media attention.

Describe the success of the promotion with both client and consumer including some quantifiable results

With multiple mentions in magazines such as Campaign and Communicate, radio mentions ad extensive social media engagement, we were able to prove that inspiration can come from anyone and create an active and participatory family of CROWDSTORMERS.

Explain why the method of promotion was most relevant to the product or service

The Lynx Academy is all about inspiring young talent. Through this live installation we were able to engage all festivalgoers and invite them to take part in our creative process. As we are all on social media to express ourselves and be heard, our process gave people the chance to leave their mark and be acknowledged.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Office
Andre Nassar Leo Burnett Regional Executive Creative Director
Rafael Augusto Leo Burnett Creative Director
Zaid Alwan Leo Burnett Associate Creative Director
Lana Chukri Leo Burnett Art Director
Angela Arnout Leo Burnett Copywriter
Maysoun Hanna Leo Burnett Planner
Esraa Hayek Leo Burnett People/Culture
Cynthia Abdelkarim Leo Burnett People/Culture
Sunil D'costa Leo Burnett Agency Producer