2019 Winners & Shortlists

MEZZA - I DRINK WHENEVER I WANT.

Bronze Lynx
BrandKASSATLY CHTAURA
Product/ServiceMEZZA
EntrantOPERATION UNICORN Ain El Rihane, LEBANON
CategoryUse of Original Music
Idea Creation OPERATION UNICORN Ain El Rihane, LEBANON

Write a short summary of what happens in the film.

The film shows around 10 characters drinking what appears to be a beer, as they rhythmically move their heads to a song. Each lyric of the song and visual depict controversial situations of the consumption of this beverage – During pregnancy, while driving, underage drinking, before going to sleep, right after waking up and working out, and some other characters or sets have a religious referential appearance. In the end, the pack shot reveals the launch of the product, Mezza, a non-alcoholic malt beverage.

Cultural/Context information for the jury

Alcoholic drinks are available to everyone in Lebanon, however, our core audience, the Lebanese Islamic Demographic, chooses not to drink. Launching this non-alcoholic product, we needed to create a memorable film, without offending our main target and their beliefs. Competitors' messaging focuses, more than often, on the product's benefits and taste. To break through this category, we chose to go with a more consumer-centric communication strategy. Though the practicing Islamic demographic was our main target, in order to reach it without singling it out, we chose to include additional situations where alcohol consumption is "frowned upon" – and make a non-alcoholic drinks' communication sexy, for once. This meant addressing the taboos that surround consuming alcohol and portraying non-alcohol drinkers as the rebels and cool people of our society. To lessen the shock of addressing these topics, we made up a song, because singing things makes them... tolerable.

Tell the jury about the creation of the original music track.

Given the controversial messaging of the film's concept, a simple narration would have weakened or even softened the message. We needed to create a more impactful delivery and thus created the Mezza Anthem. Musically the track was made mellow and distorted to seem like it's "under the influence of a substance", the composition is very repetitive to support the "I drink whenever I want" emphasis throughout the song. Given that alcohol consumption is negatively perceived in Lebanon by several demographics, lyrically the Mezza Anthem is a rebellious invitation for our audience to drink whatever they like whenever they like it, and fight the judging and bigoted eyes – since it's a non-alcoholic malt beverage. It's the "I drink whenever I want" anthem of everyone who wishes to, well, drink whenever they want no matter their religious beliefs, age group, or health condition. An all-inclusive product with an attitude.

Credits

Name Company Role
Nathalie Masri Operation Unicorn Creative Director
Wissam Matar Operation Unicorn Managing Director
Samir Syriani Freelancer Director
Nadyn Chalhoub Operation Unicorn Associate Creative Director
Athony Sahyoun Freelancer Music Artist
Julien Masri Focus Films Executive Producer
Joe Saadeh Freelancer D.O.P
Loulla Aoun Freelancer Production Manager