2016 Winners & Shortlists

Brief Explanation

Off&On is a barbershop that caters to fashion-conscious, young men. That's what it is on the outside. To the privileged few in the know, hidden behind the barbershop is an underground after-hours club. While Off&On depends on secrecy to fuel its brand, it still needed a to have online presence. Our audience are young, cultured individuals, and the ones aware of Off&On's concept expect the brand to always be trend;. For the website, it was important that the venue's dual identity be portrayed while also providing a unique, stand-out online experience, making it reflect their expectations from Off&On.

Results and Effectiveness

The final outcome of the website and its user experience and journey became an exact replica of the brand's real life experience on the ground. Those that stumbled upon the site but weren't able to find the site, within the site, never knew that Off&On had an alter ego - which is the intended goal. This made the site the perfect filtering tool - allowing only those that fit the profile to get in contact or make reservations at the venue.

Creative Execution

We didn’t want to maximize the campaign; the less it was talked about the better. Off&On is Beirut’s best kept secret, and we wanted to keep it that way. The website was online, but we wanted it only to be seen by those who were willing to make the effort to find it. i.e., only those inquisitive enough to know that the club exists. Our media team focused on making sure that the site was exposed just enough to let it land in the hands of the select few.

Insights, Strategy and the Idea

The brand’s target audience are media-savvy, millenials who aren’t easily impressed. They come to Off&On because it makes them feel like they are participating in something clandestine. This feeling needed to be reflected on the website; we needed to give them an online experience that would perfectly mirror real life. However, Off&On is selective about their clientele – not just anyone can expect entry. For this reason, the website’s launch was unlike most. It was quiet – we let it slip from user to user, allowing for word of mouth to spread the word – just like the club.