2016 Winners & Shortlists

MERRY BALCONIES

Short List
BrandPROCTER & GAMBLE
Product/ServiceBONUX
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryFast Moving Consumer Goods
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Production Company GOOD PEOPLE Beirut, LEBANON

Brief Explanation

The initiative was targeted to the less fortunate ladies living in a neighborhood of Beirut that is poorly lit and cannot afford to have decorations for Christmas. We went to their homes and directly distributed small Bonux branded bags each containing 12 illuminating pegs. This was reflected in a call to action mechanism where we invited the ladies to use those illuminating pegs to hang their laundry after which we filmed the transformation of the neighborhood and crafted a film out of it.

Creative Execution

The initiative was inline with Bonux’s equity and purpose. We help ladies make lemonade when life gives them lemons. With a prevalent balcony culture where they spend most of their days, we brought back the cheer with illuminating pegs that lit up their neighborhood. • We gave away small Bonux bags containing 12 illuminating pegs to ladies of an impoverished neighborhood in Beirut • The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer for Christmas • We filmed the ladies’ reactions and neighborhood transformation and crafted an edit that was leveraged on our Facebook page

Results

Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea. We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life. Despite the limited budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic. We managed to: • Attain 800K views out of a potential audience of 500K • Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product! • Generate 13x engagement rate compared to industry standards (11% versus 0.83%)

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Manal Nagi Leo Burnett Beirut Creative Director
Nabil Rashid Leo Burnett Beirut Creative Director
Sari Al Assaad Leo Burnett Dubai Art Director
Charbel Abou Jreich Leo Burnett Beirut Art Director
Alex Simonian Leo Burnett Beirut Regional Communication Director
Elsa Azar Leo Burnett Beirut Communication Executive
Dalia Abi Mosleh Leo Burnett Beirut Communication Executive
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Maria Eter Leo Burnett Beirut Copywriter
Marleine Jaber Leo Burnett Beirut Agency Producer
Despina Memarogli Leo Burnett Beirut Art Director
Nayla Zahar Leo Burnett Beirut Art Director