2017 Winners & Shortlists

FASHION BONDING

Client/BrandMAX FASHION
Product/ServiceFASHION RETAIL
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryWeb Campaign
CategoryDurable Consumer Goods, including Cars
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
PR MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES
Production MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES

The Campaign

Max, a fashion brand for real people, stepped in to help change fashion from something they fight over, into something they bond over. We got them to start #FashionBonding

Creative Execution

Our social experiment that went viral let a real mother and daughter dress each other for a few days. It helped the mum realize she should accept her daughter’s style. The film started a conversation about the influence mothers have over their daughters. It inspired one influencer to question the mini-me trend on social media, where mothers dress daughters to match their outfit. The fashion community picked up the conversation and it was becoming obvious daughters needed more freedom. We saw an opportunity. We auditioned mothers and daughters to take part in our fashion show for real people. Hundreds auditioned for the first fashion show to use real mothers and daughters on a catwalk. They all agreed to give daughters the freedom to choose their own outfits from our collection. It was the perfect stage for mums to let their little princesses grow up into their own fashion queens.

24.9 million social media impressions 6.5 million views 30% engagement rate $1 million worth of free coverage

Mums love dressing up their daughters like princesses. But the fairytale always comes to an end when daughters grow up and develop their own styles. It’s not a smooth transition of power. If we wanted to get daughters to continue shopping with their mothers at Max, we had to do something.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Executive Creative Director
André Nassar Leo Burnett Dubai Art Director
Samer Zouehid Leo Burnett Dubai Senior Copywriter
Hana Kawalit Leo Burnett Dubai Art Director
Guido Mercati Leo Burnett Dubai Regional Social and Digital Director
Rasha El Ghoussaini ARC Dubai Group Communications Director
Raja Sowan ARC Dubai Managing Director MEA
Dev Vaswani Milkshake Producer Producer
Sami Moutran Memac Ogilvy Public Relations Dubai Public Relations Director
Jai Tolani Memac Ogilvy Public Relations Dubai Public Relations Group Account Director
Lara Mneimneh Memac Ogilvy Public Relations Dubai Public Relations Senior Account Executive
Ejaz Mahmood Memac Ogilvy Public Relations Dubai Public Relations Account Executive
Links
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