2017 Winners & Shortlists

THE BEST MILK CANNOT BE BOUGHT

Client/BrandALMARAI
Product/ServiceMILK
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
Type of EntryOnline Video
CategorySocial Video
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement STARCOM Riyadh, SAUDI ARABIA
PR LEO BURNETT Riyadh, SAUDI ARABIA
Production 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

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

Name Company Position
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