2016 Winners & Shortlists

THE CULT OF THE NIGHT

Short List
BrandMASHROU' LEILA
Product/Service“IBN EL LEIL” ALBUM LAUNCH
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryLive Experience
Entrant Company LEO BURNETT BEIRUT, LEBANON
Contributing Company LEO BURNETT BEIRUT, LEBANON

The Campaign

Mainstream Middle-Eastern society rejects people that express their freedom, explore their identities, and flaunt their sexuality. Daytime slips us into repressed and lesser versions of ourselves but when the night takes over so do our basic and truer instincts. We wanted to celebrate this generation that thrives in the darker hours and unify them under: a new Middle Eastern Creed: “The Cult of the Night” A winged deity with a hyena head became its symbol and the album art became the cult kit that reveals the rituals and chants of this cult. The cult needed its first members; we invited 15 Lebanese Artists to participate in creating the visuals for the cult’s first ceremony, the album launch concert at the Barbican, London. The artists interpreted the night in their own way by submitting provocative raw footage of the night that would serve as the visual experience during the band’s performance. The concert was broadcasted live on satellite TV in the entire middle east and online In parallel, we launched a party at Beirut’s infamous Behind the Green Door to initiate the soon-to-be followers to the cult. At the peak of the concert, the live transmission was hijacked by this party where a dancer posing as the deity of the night made an appearance, his face shielded by a Hyena mask.

• Ranked #1 album on iTunes MENA (beating Adele’s Album release) • #1 Album at Virgin Megastores MENA • First Arab Pop band to be ranked #13 on US Billboard Charts • 140k experienced the London Barbican Launch Concert from Lebanon, an audience 28x larger than their biggest Beirut concert • Over 1Million experienced, live, the Barbican Launch Concert in the world, an audience 66x larger than their biggest concert ever.

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 Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Peter Mouraccade Leo Burnett Beirut Head of Communication
Davina Atallah Leo Burnett Beirut Creative Director
Nadia Deghayli Leo Burnett Beirut Art Director
Philippe Ghabayen Leo Burnett Beirut Art Director
Sabine Massaad Leo Burnett Beirut Planner
Ghaleb Hawila Freelancer Calligraphy
Michele Durazzi Freelancer 3D Artist
Fouad Mezher Freelancer Illustrator
Noel Paul Freelancer Director
Gaby Ferneine Freelancer VJ
Jinane Chaaya Freelancer Producer
Amin Dora Freelancer Director
Gaby Ferneine Freelancer VJ