THE BEST MILK CANNOT BE BOUGHT
Brand | ALMARAI |
Product/Service | MILK |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Online: Fiction & Non-Fiction |
Idea Creation
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
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STARCOM Riyadh, SAUDI ARABIA
|
PR
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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LEO BURNETT Riyadh, SAUDI ARABIA
|
The Campaign
After thorough research, we reached to an insight of “breast feeding” was deemed very private and a topic to personal to talk about, yet as well people would opt out breast feeding their children and rather use the off-shelf powdered milk.
Eureka! That was our light in the dark tunnel.
We created a video that takes in breast feeding as the utmost essential relationship a mother can have with her child.
Creative Execution
The video launched on Youtube and was amplified on a few occasions.
We received a large applause from the public on this initiative and managed to become one of the most inspiring and emotional videos of 2016.
- 2nd most viral film worldwide
- Reaching over 47 million views
- The video was shared public over 4.5 million shares and became the 7th most shared brand video in 2016
- We generated 280 million Social media impressions through our hashtag #the_best_milk_cannot_be_bought
- Facebook fan base increased by 10,000 fans per day
- Breast feeding became the most talked about topic in Saudi Arabia
What makes this work relevant to brand content is its ability to position Almarai as a selfless and human organization by claiming the importance of breast feeding over and above their core business. A taboo topic rarely discussed openly in the kingdom, this positioning approach fueled a great deal of organic and entertaining conversations, as well as earned content that is attributed to the Almarai brand.
The topic became of large significance in mass media.
Almarai was being viewed as the an evil corporation that wants to profit from the public, to change this behavior we found an extremely emotional human moment that also involves the milk and blend Almarai into the precious moment.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Mohammed Bahmishan |
Leo Burnett |
Executive Creative Director |
Alexandre Choucair |
Leo Burnett |
Creative Director |
Noor Wafa |
Leo Burnett |
Arabic Copywriter |
Thierry Chehab |
Leo Burnett |
Sr. Art Director |
Ahmad Abu Zannad |
Leo Burnett |
Head of Strategy |
George Maktabi |
Leo Burnett |
Regional Managing Director |
Mazen Mitri |
Leo Burnett |
General Manager |
Links
Social Media URL