Brand | MASHROU' LEILA |
Product/Service | “IBN EL LEIL” ALBUM LAUNCH |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Use or Integration of Printed Content |
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
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 Mouracadde |
Leo Burnett Beirut |
Head of Communication |
Davina Atallah |
Leo Burnett Beirut |
Creative Director |
Nadia Deghaily |
Leo Burnett Beirut |
Art Director |
Philipppe 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 |