Brand | MASHROU' LEILA |
Product/Service | “IBN EL LEIL” ALBUM LAUNCH |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Use of Events and Stunts |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
Brief Explanation
Mashrou’ Leila is a Lebanese Arab Pop band that has defied the trends of Arab music culture by mainly tapping into controversial social-political taboos.
Our objective was to help launch the band’s fourth album “Ibn el Leil” or “Son of the Night”. The album portrays the counterculture generation who find liberation at night.
We didn’t want to simply unify a generation that had found freedom at night; we wanted to celebrate those who thrive in the darker hours.
“The Cult of the Night” was created and brought to life through album art, live experiences and content co-creation.
Results and Effectiveness
• 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.
Creative Execution
We first crafted the band’s album art “Ibn el Leil” introducing followers to the god of the night, his beliefs, rituals, and chants.
During the night of the band’s launch concert in London, we launched a party at Beirut’s Behind the Green Door cub initiating the soon-to-be cult followers. On that night, the deity of the night made an appearance, his face shielded by a Hyena mask symbolizing Lebanese night scavengers. We broadcasted the Beirut initiation live which served as content for the band’s VJ, as MTV Lebanon simultaneously broadcasted the concert live on TV and online.
Insights, Strategy and the Idea
Our target audiences are the fans of the band s as well as the individuals in the Arab world who are repressed by mainstream society. A traditional campaign approach to the album launch would not have seduced our audience. As a first step we crafted the band’s album art turning into a cult kit celebrating the decadence that takes place at night.
The rituals of the ‘cult of the night’ were conveyed through live experiences, content displayed during the band’s concert in London, on an app, and on social-media in order to reach cult followers.
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 |
Account Director |
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 |
Jinane Chaaya |
Freelancer |
Producer |
Amin Dora |
Freelancer |
Director |
Gaby Ferneine |
Freelancer |
VJ |
Bernard Khoury |
Freelancer |
Architect |
Tarek Moukaddem |
Freelancer |
Photographer |