2016 Winners & Shortlists

THE CULT OF THE NIGHT

BrandMASHROU' LEILA
Product/Service“IBN EL LEIL” ALBUM LAUNCH
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryUse of Screens
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

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

Name Company Role
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