Brand | MAX |
Product/Service | FASHION RETAIL |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Products |
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
We launched the message through a social experiment. 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
Creative Execution
Max as a brand provides clothes at the lower-end of the price range. Most people who shop in that price range do it because it’s what they can afford. They aspire to be fashionable, but feel it’s out of their price range. Max’s mission is to change that. They want people to feel proud of what they wear. They want people to feel fashionable. So, they don’t just produce affordable clothes; they produce fashionable ones as well. But not any fashion. They produce fashion that reflects people’s personalities. It’s fashion inspired by lifestyle.
Results
9.5 million views on social media.
33.5 million users reached on social media
23.2 million social media impressions
Sales grew 5% in 2 months.
Subscriptions to loyalty program increased by 40%.
Credits
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 |