2016 Winners & Shortlists

FASHION FOR REAL PEOPLE

Short List
BrandMAX
Product/ServiceFASHION RETAIL
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Social in a Promotional Campaign
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

The Brief

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.

Creative Execution

We launched the message through a social experiment. We took a real woman and put her in the fashion world. But little did she know, she would have to wear the outfit in the real world. The experiment made the point that fashion is what makes you feel comfortable. Our print ads avoided stylized fashion shots and captured nothing but the beauty of reality. We used an app to give people a tool to express their opinion and make a fashion statement by creating their own magazine cover. The campaign even got the endorsement of popular Arabic singer Mohammed Assaf. Mohammed starred in our TVC to prove even celebrities are real people when they’re not on stage.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

The campaign created content telling human stories about fashion to make the point that fashion is what makes you feel comfortable.

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