2016 Winners & Shortlists

WHAT GIRLS CAN DO

Short List
BrandPROCTER & GAMBLE
Product/ServiceALWAYS
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryUse or Integration of Digital or Social Media
Entrant Company LEO BURNETT BEIRUT, LEBANON
Contributing Company LEO BURNETT BEIRUT, LEBANON
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Production Company INDEPENDENT PRODUCTIONS Beirut, LEBANON
Production Company 2 HEDGEHOG Beirut, LEBANON

The Campaign

Always innately struggles to connect with consumers online because girls are ashamed to interact or “like” a taboo brand. So in order to build a connection, for the first time in the Arab world, we purely communicated on brand positioning versus product. Girls all over the world lose self-confidence at puberty. However, in the Arab World, the problem is deeper. The day a girl gets her first period, things she was allowed to do the day before are no longer permitted. So without realizing it, puberty forces her out of childhood and into her new society-imposed role: a future wife and mother. Consequently, all these limitations affect her life, her goals and aspirations. In fact, 94% of girls (pre-puberty) believe they can achieve their dreams, while only 20% of women actually do. Always believes with the right amount of confidence, a girl can achieve anything she wants. So we set on capturing real women, with genuine reactions, exposing the difference in confidence and aspirations between girls (pre-period) and women. Through the social film we reminded women of their inner confidence. While behind the scenes developed more the views of the women and their thoughts on the experiment. We premiered the film to selected influencers and celebrities, making them our number one fans. The film caught fire on Facebook & YouTube, opening discussions across all social platforms in the region. After raising awareness, the conversation went on ground through role model talks, allowing Always to connect to the audience on a one on one level. The inspirational talks, showcased the possibility of reaching dreams.

• Total Views of 11.7 million • Exceeded industry standards of organic views by 480% • Positive sentiment of 96% despite controversy of the message and the brand in such a patriarchal society. • Social Impressions of 166,943,033-more than 100% of our target • Purchase intent: Increase by 6%

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Rana Khoury Leo Burnett Beirut Associate Creative Director
Caroline Farra Leo Burnett Beirut Creative Director
Christina Salibi Leo Burnett Beirut Senior Art Director
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Zeina Joujou Leo Burnett Beirut Head of Planning
Jad Jureidini Leo Burnett Beirut Digital Planning Strategy
Tala Arakji Leo Burnett Beirut PR Planner
Fadi Bustros Leo Burnett Beirut Regional Communication Director
Raissai Batakji Leo Burnett Beirut Communication Supervisor
Gabriel Abou Daher Leo Burnett Beirut Head of TV Production
Marie Rose Osta Leo Burnett Beirut Agency Producer
Hala Samy Leo Comm Cairo PR Director
Shifaa Barakat Starcom Mediavest Senior Media Executive
Robyn Aris Leo Comm Dubai Communication Manager
Saria Francis Leo Comm Dubai Community Manager
Mahmoud Shammout Starcom Mediavest Strategic Media Planner
Nader Naamani Leo Comm Jeddah Communication Manager
Camille Medawar Leo Comm Beirut Community Manager