2016 Winners & Shortlists

FASHION FOR REAL PEOPLE

Short List
BrandMAX
Product/ServiceFASHION RETAIL
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Events and Stunts
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

Fashion is dictated to us by the glamour world. It makes us feel we should look a certain way if we want to be fashionable. This is particularly true in Dubai, a city fast becoming the luxury capital of the world. So, we decided to democratize fashion with Max, a popular fashion brand in the Middle East, by telling people fashion is what makes you feel comfortable.

Results and Effectiveness

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%.

Creative Execution

On social media, we engaged people through our social experiment. The film was shared on Max’s Facebook and Youtube page. Bloggers spread it through the blogosphere and their social media channels. As it started to gain traction we gave people a tool to participate, by creating an app that let them make their own fashion statement by creating a magazine cover. We used the endorsement of Arab singer Mohammed Assaf to leverage the campaign on PR. The media reported about the film and press ads, as well as covering the fashion show launching the concept.

Insights, Strategy and the Idea

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.

Credits

Name Company Role
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