2016 Winners & Shortlists

FASHION FOR REAL PEOPLE

Short List
BrandMAX
Product/ServiceFASHION RETAIL
EntrantLEO 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

Name Company Role
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