Brand | MAX |
Product/Service | FASHION RETAIL |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
ALTERNATIVE CHARACTER Beirut, LEBANON
|
Production Company
|
MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES
|
Production Company 2
|
OLIVE GREEN Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Fashion constantly exposes us to a glamorous world that can be quite intimidating.
It makes us feel pressured to look a certain way if we want to feel fashionable.
This is no more evident than in Dubai, a melting pot of the world's cultures and fashions.
So, we saw it as an opportunity for Max, a popular fashion brand in the Middle East, to free people from this pressure by telling them fashion is what makes you feel comfortable. We used this message to launch Max, fashion for real people.
The Campaign
Fashion constantly exposes us to a glamorous world that can be quite intimidating.
It makes us feel pressured to look a certain way if we want to feel fashionable.
This is no more evident than in Dubai, a melting pot of the world's cultures and fashions.
So, we saw it as an opportunity for Max, a popular fashion brand in the Middle East, to free people from this pressure by telling them fashion is what makes you feel comfortable. We used this message to launch Max, fashion for real people.
Creative Execution
We launched the message through a social experiment on social media. We took a real woman and put her in the fashion world. But little did she know, she would have to wear the outfit in the real world. The experiment made the point that fashion is what makes you feel comfortable.
Our print ads avoided stylized fashion shots and captured nothing but the beauty of reality.
We used an app to give people a tool to express their opinion and make a fashion statement by creating their own magazine cover.
The campaign even got the endorsement of popular Arabic singer Mohammed Assaf. Mohammed starred in our TVC to prove even celebrities are real people when they’re not on stage.
8.5 million views on social media.
22.4 million impressions on social media.
$1 million worth of media coverage.
Sales grew 5% in 2 months.
Subscriptions to loyalty program increased by 40%.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
Andre Nassar |
Leo Burnett Dubai |
Art Director |
Samer Zouheid |
Leo Burnett Dubai |
Senior Copywriter |
Hana Kawalit |
Leo Burnett Dubai |
Art Director |
Mahmoud Mujahed |
Leo Burnett Dubai |
Senior Copywriter |
Raja Sowan |
Leo Burnett Dubai |
Regional Director |
Rasha El Ghoussaini |
Leo Burnett Dubai |
Communications Director |
Dan Newton |
Leo Burnett Dubai |
Editor |
Mark Haycock/Rasha El Ghoussaini |
Leo Burnett Dubai |
Planner |
Dev Vaswani |
Milkshake |
Producer |
Amin Dora |
Leo Burnett Dubai |
Director |
Victoria Chobit'ko |
Olive Green |
Producer |
Kurt Stallaert |
Leo Burnett Dubai |
Photographer |
Sarah Sakr |
Leo Burnett Dubai |
Communications Director |
Abla Nari |
Leo Burnett Dubai |
Communications Manager |
Moey Shawash |
Leo Burnett Dubai |
Digital Strategy |
Sheni Meledath |
Leo Burnett Dubai |
Senior Digital Delivery Manager |
Venkat Krish |
Leo Burnett Dubai |
Senior UX Specialis |
Raed Hakim |
Leo Burnett Dubai |
Head of Digital Delivery |