2016 Winners & Shortlists

Brief Explanation

This entire campaign was designed to open a conversation between the people of Iraq. At the very beginning we asked people to share their versions of lyrics for Iraq's unity and once the clip was done, a live conversation was open all over the country.

Creative Execution

We wanted to give content they could all equally enjoy; together with Kazem’s team, we wrote a song that focused on all the good moments Iraqis had together and all the great things they can do if they unite. To ensure the song is a product of society we launched a competition asking people to contribute to the writing of the lyrics. To increase participation, we created on-ground activations where we brought Kazem to all Iraqis: in booths people could take selfies with their idol. To ensure massive reach, the campaign was launched on TV, OOH, Radio, and Social Media.

Results

Online, our campaign reached over 14 million Iraqis from both communities of which almost 500,000 positively reacted, commented and shared. What is even more remarkable for an Iraqi campaign is that we managed to equally reach both communities; 41% of Kurds (2,545,177 out of 6,500,00) as well as 31% of Arabs (11,152.800 out of 33,400,000). The emotional and entertainment value of our content also increased the performance of the Asiacell playlist on Anghami (regional leading music streaming platform) with almost 3 million stream, 44% more than competitors' playlists with an average time of 40 minutes spent on our playlist.